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" Tell the world your business, to do more business with the world 



Building Business 



An Illustrated flanual for 
Aggressive Business Men 



v 

By NATHANIEL C. FOWLER, Jr. 



BOSTON 
THE TRADE CO., PUBLISHERS 
53 SUMMER STREET 
^ 5 ' 1893 



A 



HP*'**-* 



Entered according to act of Congress, in the year one thousand eight hundred 

and ninety-two, by !N"athaxiel C. Fowler, Jr., in the office of 

the Librarian of Congress, at Washington. 



Typography and Press Work 

by L. Barta & Co., 

The Barta Press, 

148 High Street, Boston. 



Prefatory 



"Here's hands across the land, shake for more business" 



The writer wrote this 
book because he wanted 
to, and because some folks 
said that many folks 
would buy it. 



Acknowledgments 




Honor well placed ' 



HE writer has written a little book, entitled " About Adver- 
tising and Printing," an insignificant affair, intended to 
slightly cover the retail side of advertising. 

He has written a number of articles for the general and 
classified press, upon the subject of advertising, his con- 
tributions appearing in Printers' Ink, Fame, Profitable Advertising, Boston 
G-lobe, San Francisco Examiner, Toronto Grlobe, Indianapolis Sentinel, 
Philadelphia Press, Chicago Herald, Philadelphia Public Ledger, Mens 
Outfitter, The Mercer, The Commercial Enquirer, The Keystone and Press 
of Philadelphia, and a number of other publications. 

The available good, if there be any, in all that the writer has written, 
has been concentrated into this book. 

The writer has expressed his personal gratitude to the following gentle- 
men, who have been of material assistance, by their advice and courtesy, 
in the preparation of this work : — 

Mr. A. O. Kittredge, Editor Metal Worker, Carpentry and Building, 
and Business, New York, for very valuable practical suggestions, and 
general business advice. 

Mr. J. W. Phinney, Dickinson Type Foundery, Boston, for pertinent 
typographical advice, and for the courtesy of presenting the pages under 
the chapter heading of " Roman Type," and for effective samples of 
advertising borders, and of practical calendars for commercial printing. 

Mr. G. H. Buek, of the firm of G. H. Buek & Co., art and commercial 
lithographers, New York, for suggestions and definite information on 
practical lithography. 

Mr. Louis Barta, of L. Barta & Co., high grade typographers and 



\ 



ACKNOWLEDGMENTS. 5 

expert printers, Boston, for his invaluable assistance in the general 
manufacture of the book. 

Mr. Charles L. Dunton, Superintendent, L. Barta & Co., Printers, Boston, 
for the personal attention he has given to every part of the typographical 
and press work appearance of the book, and for his indispensable advice 
in matters pertaining to every branch of advertisement setting, and general 
composition. 

Mr. W. Jennings Demorest, Editor Demorest Magazine, New York, for 
the loan of the engravings of progressive proofs in lithography, the plates 
representing the reproduction of Mrs. President Harrison's famous painting 
"A White House Orchid." 

Springfield Printing Co., Springfield, Mass., for samples of calendars. 

Mr. L. B. Folsom, of John Andrew & Son Co., wood and photo- 
engravers, Boston, for examples of engraving of both processes, and for 
expert advice in illustrations. 

Messrs. Kilburn & Cross, wood engravers, Boston, for specimens of 
wood engraving. 



Explanation 




" Frankness is a law of business " 

OLLOWING some of the chapters are pages of paid adver- 
tisements. They were inserted for the profit there is in 
them, and to add to the value of the book. 

This book must give definite information about adver- 
tising mediums of positive standing, and announcement data of things 
used in advertising. 

It is as important to tell where good things can be obtained as to tell 
about good things to use. 

Reciprocity is the first law of business. 
Something for nothing isn't business, and never will be. 
The printing of this information is of threefold value: to the writer 
of this book for the money there is in it ; to the reader of the book for the 
information it gives him, and for the many styles of advertisement com- 
position and typographical display presented; to the advertiser in the 
book for the business he obtains from it. 

The author has not permitted a single announcement of questionable 
character. 

A good proportion of these advertising pages were set up in the com- 
posing rooms of the several publications. 



What's In It 



" For all these things and more are there " 

Prefatory £ 

Acknowledgments . . . . . „ . . . 4 

Explanation . 6 

CHAPTER I. 
History of Advertising ,12 

As brief as can be. 

CHAPTER II. 
Money-Bringing Axioms 15 

Advertising broadly treated. 

CHAPTER III. 
Some Trades Which Advertise 24 

Specific advice and general direction to ninety-five leading lines of business. 

CHAPTER IV. 
Advertising Opinions 78 

The expressed opinions of leading American advertisers on the vital ques- 
tions of advertising; presenting the results of both broad and specific deci- 
sions upon important vexed problems of advertising. 

CHAPTER V. 
Continuous Advertising 98 

The fundamental principle of success. 

CHAPTER VI. 
Circulation 103 

Quantity and quality. 

7 



8 WHAT S IN IT. 

CHAPTER VII. 

Advertising Rates . « . . . 108 

General suggestions on determining advertising rates. 

CHAPTER VIII. 
Advertising Space 11 G 

General discussion of appropriate space. 

CHAPTER IX. 
Dull Time Advertising 121 

The importance of taking advantage of the dull times. 

CHAPTER X. 
Magazine Advertising 126 

Its acknowledged value. 

CHAPTER XL 
Great National Weeklies 155 

Practical suggestions to national advertisers. 

CHAPTER XII. 
Great Daily Papers 166 

The importance of national advertising in leading dailies. 

CHAPTER XIII. 
Religious Paper Advertising 183 

A discussion of the relative value of religious papers, as compared with other 
general publications. 

CHAPTER XIV. 
Agricultural Papers 191 

Their value as special and general advertising mediums. 

CHAPTER XV. 
Trade and Class Papers 197 

Their position in business bringing. 

CHAPTER XVI. 
Local Daily Papers 205 

A discussion of the importance of local advertising in local dailies. 

CHAPTER XVII. 
Local Weekly Papers . . . . . . 208 

Information about the host of local weeklies. 



what's in it. 9 

CHAPTER XVIII. 
The Advertising Agent 217 

His mission and importaDce. 

CHAPTER XIX. 
Street Car Advertising 231 

The importance of this new and effective method. Illustrated. 

CHAPTER XX. 
Advertisement Writing 243 

Pertinent opinion on the composition of advertisements. Illustrated. 

CHAPTER XXI. 
Writing Pufes 263 

Many ready-made samples of business notices. Illustrated. 

CHAPTER XXII. 
Business Printing 288 

With many samples of cards, bill-heads, circulars, and other general business 
printing. Illustrated. 

CHAPTER XXIII. 
Advertising for Women . 317 

A subject of utmost importance. 

CHAPTER XXIV. 
The Five Points of Trade . . . 323 

The strength of business harmony. 

CHAPTER XXV. 
Wood and Photo-Engraving ; . 328 

Illustrated with cuts of every grade. 

CHAPTER XXVI. 
Steel and Copper Engraving 352 

Interesting data. 

CHAPTER XXVII. 
Electrotypes and Stereotypes 355 

Information and general advice upon electrotyping and stereotyping. 

CHAPTER XXVIII. 
Lithography 359 

A discussion of its importance. Its value to every man desiring publicity. 
Illustrated. 



10 what's in it. 

CHAPTER XXIX. 
Calendars . 381 

Illustrated with general designs. Illustrated. 

CHAPTER XXX. 
Roman Type 391 

Paragraphs set in everything from Pearl to Five-Line Pica. Specimens of 
regular Roman type; the use to which each size is generally adapted. 
Illustrated. 

CHAPTER XXXI. 
Ornamental Type 395 

Several specimens of plain and strong advertising borders for advertise- 
ments. Illustrated. 

CHAPTER XXXII. 
Quotations 399 

A collection of quotations for business to be utilized in business advertising. 

CHAPTER XXXIII. 
Advertising Novelties 404 

Suggestions on articles of presentation. 

CHAPTER XXXIV. 

Desultory Advertising . . . . 416 

The foolish methods of attempted business bringing. 

CHAPTER XXXV. 
Honesty in Advertising 423 

Honesty is originality now-a-days. 

CHAPTER XXXVI. 

Street-Front Advertising . . . . . . . 427 

Many suggestions on window dressing. 

CHAPTER XXXVII. 
Inside the Store 434 

Suggestions for interior display. 

CHAPTER XXXVIII. 
Employer and Employee 437 

The relationship between employer and employee. The advertising value 
of the employee. 



what's in it. 11 

CHAPTER XXXIX. 
Selling .... 441 

Some selling suggestions. 

CHAPTER XL. 
Holiday Advertising 445 

The importance of Christmas and other holiday advertising. 

CHAPTER XLI. 
Outdoor Advertising 448 

A general discussion of posters, sign-boards, and other out-of-door methods 
of publicity. Illustrated. 

CHAPTER XLII. 
Signs 455 

General advice on the making and printing of indoor and outdoor signs and 
ornamental cards. Illustrated. 

CHAPTER XLIIT. 
Technics 460 

A glossary of technical terms used in writing and printing. 

CHAPTER XLIV. 
Keeping Accounts 463 

Simple rules for keeping advertising accounts and checking advertisements. 
Illustrated. 

CHAPTER XLV. 
Proof Reading 470 

How to correct proofs. Illustrated. 

CHAPTER XLVI. 
Samples 471 

Specimens of style and typographical composition, adaptable to every 
business. Illustrated. 

CHAPTER XLVII. 
Special Representatives 493 

Their position and their convenience to advertisers. 

CHAPTER XLVIII. 

AUTHORITATIVES 495 

Brief introductory articles by leading national advertisers. 




History of Advertising 



" Jl thing's a thing without a history to it." 

HE author of this book is not by hearsay or otherwise ac- 
quainted with the pioneer advertiser. He does not know 
of any one who is. 

The infant of business must have been the originator of 
advertising. 

Centuries before printing was known, and when language had hardly 
risen above animal dialect, it is quite probable that somebody had some- 
thing to eat for barter, and made effort to have somebody take it from 
him, for some kind of a consideration. 

In those days when written terms were undiscovered, the chances are that 
somebody stood upon a rock, or hillside, or somewhere else, where folks 
could see him, and, in a way peculiar to his tribe, announced that he 
possessed something he would be glad to get rid of, if he was paid for it. 

About this time advertising began. 

Somebody, not certain about it, states that the first newspaper was 
published in England during the Spanish Armada panic, in the days of 
Queen Elizabeth. 

This newspaper, which may have appeared once, and may have appeared 
a great many times, is said to have been named The English Mercurie. 

The same historian claims that this publication was imprinted in London 
in 1583, by the Court Printer, Christopher Barker, and somebody else 
states that in 1588, instead of 1583, this paper contained three or four 
book advertisements. 

Mr. Watts, of the British Museum, says he has proven, beyond question, 
that the copies of this journal on file, at his Museum, are the grossest 
forgeries, that everything about them, type, paper, style, and composition, 
show that they cannot be over two centuries and a half old. 



HISTORY OF ADVERTISING. 13 

The Weekly News, published in London, in 1622, was, perhaps, the first 
regular newspaper receiving advertisements. It contained scraps of foreign 
news, and not exceeding more than two or three advertisements. 

In 1653, Cromwell gave to Scotland her first newspaper. 

The first paper published in America is supposed to have been the Boston 
News-Letter, which was born in the year 1704. This paper contained a 
limited number of advertisements. 

In 1830 the United States, with a population of twenty-three and a half 
millions, supported eight hundred newspapers, fifty of them being dailies, 
with a joint annual circulation of about sixty-four millions. In 1845 
these figures were doubled. 

It is quite probable that, with the introduction of a written language, 
sign-boards, painting, or drawing upon rocks, fences, and house-sides, fur- 
nished the pioneer method of regular advertising. 

There is no data at all authentic to mark the period of the first written 
advertisement, but it must have appeared simultaneously with the intro- 
duction of written language. 

There is, however, reason to believe that during the age of symbols, 
before there was a written alphabet, symbolical advertising made its 
appearance. 

The ancient Greek and Roman records speak, in no uncertain terms, of 
hewn announcements, which must be reckoned under the general head of 
advertising. 

Mr. Henry Sampson is the author of a very exhaustive work entitled 
" History of Advertising, from the Earliest Times." This work, published 
in London, by Chatto and Windus, is extremely interesting to any one 
who cares to go into the depth of advertising lore and history. 

In a book like " Building Business," devoted, as it is, to broad modern 
advertising, there is little excuse for looking backwards. 

The business of to-day is in presents and futures. 

Present trade may be founded upon the past, but it draws its nourish- 
ment and life from the present, and reckons its longevity by the prospects 
of the future. 

Advertising in its present proportions hardly dates back twenty-five 
years. 

Without going into statistics, the statement can be made that the ad- 



14 HISTORY OF ADVERTISING. 

vertising of 1850 was not more than one twentieth of the advertising volume 
of to-day ; that the advertising of the present time is nearly double what 
it was fifteen years ago ; and that present advertising shows an increase 
of probably twenty-five per cent, over even five years ago. 

Advertising has kept pace with the times ; it has run ahead of the 
times ; and it proposes to keep ahead of the times. 

The youngest business man can remember when magazines contained 
only few advertisements, and the daily papers were filled with announce- 
ments of local firms, clumsily put together, interesting to nobody, and 
seldom read, even by the advertisers themselves. 

During the last ten years, and particularly during the last five years, 
the quality of advertising has passed through a fiery revolution. 

The brilliant minds of the country are now giving attention to the 
preparation of advertising. 

Advertising has become a science. 

Advertising has reached the platform of art. 

The great artists, who but a few years ago threw their entire talent 
into historical themes, are today assisting the advertiser, in making his 
goods known throughout the world. 

The greatest newspaper writers, and the most intellectual authors, are 
not above giving their time to the preparation of advertisements, which 
people will read, and therefore are profitable to the advertiser. 

There is more real gray matter expended in the preparation of the 
advertising pages in the average leading publication, than there is spilled 
in the make-up of the literary department. 

The man with the power to write a telling advertisement may have as 
fine a quality of brain excellence as he who can build literature, and create 
romance. 

The man who knows how to direct advertising so that twenty-five per 
cent, of it is guaranteed to return in positive profit, will by and by find 
his monument in the same field with the memorials of the men who dis- 
covered the composition of electricity, or were able to regulate the sun- 
shine. 



Money Bringing Axioms 



" The truth, the plain truth, and a good deal of it" 




SipA HE man who can not use advertising in his business has no 
business to be in business, and generally isn't. 

The man who doesn't find advertising profitable in his 
business finds business unprofitable. 

Every business and money-bringing method of every 
nature are healthful branches of the cosmoplastic tree of advertising. 

Advertising is the oxigenic accessory before the sale. 

Advertising is the salesman's ally. 

Advertising is the preliminary workman. 

Preliminary labor in everything must be handled with the nicest care, 
and is always given to the man of the quickest wit, and the most pro- 
nounced ability. 

Some intelligent knowledge of advertising, and of that which pertains 
to it, is as essential to the success of well-regulated business, as is famili- 
arity with debit and credit. 

The day passed into history, half a century ago, when any brainy man 
dared to say that advertising did not pay. 

Every merchant knows, and if he does not know he cannot be a 
merchant, that the more he advertises within reasonable bounds the more 
money he is likely to make. 

Better spend much money in good advertising, and sell goods, than a 
few dollars, and stagnate. 

There is just as much clanger in not advertising enough as there is in 
advertising too much. In one case you decrease your sales ; in the other, 
you waste your money. Money is wasted in both cases. 

The claim made by a goodly number of advertisers that their advertis- 



16 



MONEY BRINGING AXIOMS. 



ing has not paid, and does not pay, although apparently true in their 
particular cases, is as unbusiness-like and silly as would be the statement 
of the farmer that good seed never brought good harvest. 

Advertising, like everything else, must be made to pay. 

Money can be lost in advertising, money has been lost in advertising, 
and always will continue to be lost, until the advertiser gives the same 
thorough business brainy attention to his advertising as he gives to every 
other vital department of his business. 

Advertising is casting business bait upon the business waters, where the 
tide flows twice in twenty-four hours, ebbing as often as it flows, and 
flowing as often as it ebbs. Nothing remains in one position. The 
currents and the tide keep it forever in motion. It must come back to 
somebody, as likely to you, more likety to you, for the shrewd advertiser 
has a strong line to his bait. 

Advertising is like the sowing of seed, its success depending upon the 
way it is planted. Scattering seed will grow grass, for wherever the seed 
strikes, if the soil be at all fertile, it must spring into something, and even 
weeds have some value. 

Advertising seldom sells goods directly. 

The burden upon advertising is to draw attention to the articles for sale, 
teaching the first lesson in prospective purchasing. 

Advertising brings people to the store or office, and there its mission 
stops ; — then success depends upon the quality of the advertised, the 
price of the goods, and the salesman. But let it be emphatically said here, 
that, in the evolution of selling, to the medium which brings the possible 
customer to the store or place of business, furnishing the always difficult 
to forge connecting link between buyer and seller, is due half the credit 
of the trade ; and, the world over, inventive genius has not devised a 
substitute for legitimate advertising. 

Many an unsuccessful merchant claims and believes that advertising 
does not pay people in general, and himself in particular, and from his 
experience he speaks seemingly reasonable truth. His advertising did 
not pay. So might the farmer complain that his poor seed brought no 
harvest. The fault was in the farmer and the seed, not in the principles 
of agriculture. Advertising does pay, and will pay ; but the advertiser 
must make it pay. 



MONEY BRINGING AXIOMS. 17 

Probably a fair percentage of all advertising prepared and placed has- 
been of little or no advantage to the advertiser. 

Probably half of the food which we eat does us no good, and if the 
doctors are to be believed, a good deal of it does us positive harm. 

The argument against advertising, that it does not always pa}^, is as 
senseless as the argument against eating food, because some folks have 
made themselves sick eating some kinds of it. 

To get nourishment out of the food one must adapt the food, its 
quality and its quantity, to the physical system. 

To get good out of advertising one must adapt the quality and quantity 
of the advertising to the goods he has to sell, and to the people who may 
buy them. 

It is easy to lose money by poor advertising ; just as easy as it is to» 
lose money through any other blundering movement ; and as advertising 
is one of the recognized departments of business, it is as easy to make- 
money by it as to make money out of the proper conduct of any other 
part of the business. 

The intelligent, shrewd attention which is given to selling should in- 
clude advertising. 

If the average business man gave the same slip-shod attention to buying- 
and selling as he does to the framing and placing of his advertising, the 
poor houses of America would be the retiring homes of most business men. 

Advertising is not an experiment, nor is it a business side issue ; it is a 
part of the paraphernalia of business necessity, to be studied and experi- 
mented upon as one studies and experiments upon the other departments 
of the business house. 

If advertising does not pay, it is simply because it is misdirected. 

The colossal fortunes of trade have been made, and are to-day being 
made, with advertising recognized as one of the important and essential 
factors of their success. 

The advertiser may not be recognized within the self-made portals of 
the local aristocracy ; his circulars through the medium of the mail may 
remain unopened ; but his money can buy a place within the pages of the 
newspapers, and his name and trade will force respectful attention if his 
announcements be carefully arranged. 

There is no stratum of society not reached and influenced by advertising.. 



18 MONEY BRINGING AXIOMS. 

The bluest blue-blooded descendant of the oldest family, who prides him- 
self upon his impenetrability from things common and commonly, is affected, 
and proves that he is by saying that he isn't. 

In no place within the reach of the mail can there exist an impregnable 
spot. 

Advertise goods, not the men who sell them. 

The public care about the reputation of the firm, and that is about all ; 
beyond that the firm name is but a name of place. 

That which is advertised attracts and holds attention. 

If one-half of the space is used for the firm's name, nine-tenths of that 
half is wasted. 

Generally speaking, spasmodic advertising is as silly as spasmodic eat- 
ing. 

To expect a single advertisement to pay is as foolish as to hope to grow 
fat from the effect of one dinner. 

Persistent advertising is absolutely necessary to success. 

The substance of a year's advertising cannot be done up into a single 
ball, and fired at one loading. 

The advertiser whose advertisement appears to-day, and is out to-morrow, 
generally is out of trade both days. 

The man who expects to put ten dollars into an advertisement, and get it 
back before the ink is dry upon the paper which holds it, is as badly 
deceived as is the one who depends upon getting his money for the season's 
crops before the tops are an inch out of the ground. 

The benefits of advertising are indirect, more than direct. 

The continuous appearance of an advertisement is an endorsement of 
honesty and permanency. 

The merchant who appears in print but once is regarded with suspicion. 

Do not begin to advertise unless it be the intention to stick to it for 
three months at least. 

Prosperous advertising means regular continuous advertising. 

The stopping of an advertisement, even for a while, brings a liability of 
counteracting the success already acquired, during the time the advertise- 
ment was running. 

Do not infer that it is considered advisable for all lines of trade to 
give the same attention and amount to advertising the year around, for it 



MONEY BRINGING AXIOMS. 19 

certainly would be foolish for the manufacturer of ice-skates to push his 
retail business during the iceless days ; or for the base ball maker to try to 
sell his wares when the ball ground is white with snow. Reference is 
made solely to the alleged dull season, when general trade is generally 
said to be generally dull. 

There are few lines of trade, however, which can afford to entirely 
withdraw the advertising during any part of the year. While the so- 
called out-of-season advertising is pretty certain not to assist direct sales, 
it is general^ advantageous to advertise moderately throughout the year; 
for it is seldom safe policy to give the public the slightest opportunity to 
forget the advertiser, even during the non-purchasing season. 

Economy in advertising is to be practised, but economy does not mean 
annihilation. 

Advertising ranks with death and taxes in its obliviousness of dates 
and seasons. 

When times are good business is brisk, and prices are firm. The well 
filled pocket suggests expenditure. The retail stores are full, trade is 
experiencing a genuine boom, business could not be driven away with a 
club. At about this time the average business man is lavishly expending 
money for advertising. Ten chances to one he is spending ten times as 
much to advertise goods which are in positive demand as he is to advertise 
goods which particularly require advertising. 

When business is brisk proportionate advertising should always 
accompany it. Then the burden on the advertising is to direct trade 
more than to create it, to drive hesitating trade into those corners of the 
store which are seldom visited by general buyers. 

" Times are dull, business is duller," so growl the business bears. Nat- 
urally the business man turns his study to economics, and very likely worries 
himself into a severe attack of business parsimony. Because the buyer 
is practising frugality, the business man hacks down expenses with broad 
axe blows, instead of intelligently cutting them with a fine toothed saw. 

The progressive business man should lead, not follow, his customers. 

In dull and quiet times necessities are of more interest to people than 
luxuries, but half the people do not know all they really need until some- 
one tells them, and the best friend on earth cannot give them this desired 
information more convincingly than can the well worded advertisement. 



20 MONEY BRINGING AXIOMS. 

To take the advertisement out of the paper during the so-called dull 
times is about as bad as to stop feeding the horse because the present 
weather is unsuitable for using him. 

If there be nothing particularly new to advertise, there is not a particle 
of need of temporarily withdrawing the advertisement. Develop ingenuity, 
dust up the old things, make them look like new, put life into the busi- 
ness, strike for trade, advertise, make trade lively by being lively. 

Any ordinary man can sell goods when folks want to buy. 

The total profit on the balance sheet at the end of the year depends 
largely upon the sales of the so-called dull season. 

There is no dull season in a live store. 

Advertising is both a preventive and a cure for dull times. In good 
times it should be taken ; in dull times it must be taken. It should be in 
the system all of the time ; the more sickly the business outlook the bigger 
should be the doses. 

The wholesale store of staple commodities may claim that advertising 
in trade, or other business publications, and in national mediums, is not 
necessary, where the bulk of the selling is done through the personal pres- 
sure of commercial travellers. 

In selling goods at wholesale, business reputation is almost as impor- 
tant as the apparent quality of the goods ; in fact, a great majority of 
buyers do not purchase with their eyes, depending largely upon the busi- 
ness standing and integrity of the concern of whom they are buying. 

There is no better or cheaper way of building up business standing than 
free and liberal, and at the same time dignified, business advertising. 

A drummer cannot have a better introduction to a buyer's store than 
the introduction of the Press. 

The wholesale house which advertises liberally must be known, by 
name, at least, throughout the country, and while that advertising seldom 
sells goods directly, every drummer who has studied the subject is im- 
pressed with the tremendous advantage given to him in making sales, by 
the persistent, regular, dignified, and liberal advertising of the firm which 
he represents. 

The product of the printing-press, whether in cards, circulars, flyers, 
posters, or newspapers, is the fundamental nucleus around which collects 
all that which is of money-attracting quality. 



MONEY BRINGING AXIOMS. 21 

Advertising is casting business bread upon the business waters, which 
returns in business profits ; perhaps not every time ; but in the phi- 
losophy of the mercantile sea the tide of profit as often flows as it ebbs, 
and advertising is the only oil which can stay the breaking of a panicky 
wave. 

A merchant expects to sell say twenty-five thousand dollars' worth of 
merchandise in a year, at a profit of twenty per cent., or five thousand 
dollars. His expenses amount to half of it, giving a net profit of twenty- 
five hundred dollars. It is perfectly reasonable to presume that from fifty 
to one hundred per cent, more business can be done, if trade can be 
secured, without proportionately increasing the expenses. 

Good business principles will allow a large percentage for the obtaining 
of additional trade. A part of the prospective gain must be paid for in 
printer's ink. Advertise, and always invest a good proportion of the 
extra profit in additional advertising. 

"What do you mix with your paints?" was asked of Opie, the great 
artist. " Brains," was the reply. 

" What do you use in the direction of your general business ? " may be 
asked any successful business man ; and invariably he will answer 
" Brains ! " " And what is the potent factor of your advertising ? " 
Again " Brains " must be the answer. 

You can saw wood under the direction of the spinal marrow, but you 
cannot advertise successfully without calling into active use the choicest 
cells of genuine cranial gray matter. 

Someone, perhaps, is thinking of that old-fashioned conservative objec- 
tion of " What's the use of advertising when my business is the only one 
of its class in town ? " and with it comes the " Me too," saying, " Our 
custom is so settled and solid that all the advertising in the world cannot 
increase it. ! ' 

Lack of competition is no excuse for lack of advertising. One may 
have the only store or office of its class in town, the mercury of local 
competition may be frozen out of sight in the business barometer, but 
every mail brings in the announcements of houses, which, with the express 
as an accomplice, permeate the trade atmosphere of the town. 

The business which is fortunate or unfortunate enough to be the only 
one of its class in town, has need of advertising, to inform the public that 



22 MONEY BRINGING AXIOMS. 

it exists at all ; and persistent, liberal advertising is one of the best pre- 
ventatives for coming competition. 

There is not and cannot be a trade so permanent and full, and so well 
protected, that it cannot be scorched by the fire of competition. 

The successful non-advertising wholesaler or retailer, in any trade, if 
progressive, sooner or later experiments with advertising, for more business 
— and generally receives it. 

The question is not whether to advertise, but how to advertise most 
successfully. 

Advertising not only brings trade — it directs trade ; it creates trade. 

Half of the customers in any community do not know all they want 
until somebody tells them ; and no matter how small may be the com- 
munity, no man's tongue, nor any woman's tongue, can cover the field. 

You have something to sell ; there is somebody who needs it ; connect 
that something with that somebody and there is a probability of a trade ; 
and the world over, the experience of every man who has made a success 
in any line of business or trade proves beyond a doubt that advertising is 
the only medium which will bring a prospective buyer to the store, when 
everything else fails to get him there. 

Advertise one article at a time. 

An advertisement mentioning a dozen, or twenty, or even fifty articles, of 
trade may be interesting to the advertiser, and to the advertiser's wife, or to 
the office boy, but the public will not read it ; consequently it is almost 
useless. 

If the advertisement be a recapitulation of the principal things for sale 
— a sort of conventional index — the public will glance at it, but no one 
glance, or even two glances, can extract the meat from that kind of adver- 
tisement, which is nothing more nor less than a story of the salable wheat, 
so arranged as to look like a conglomeration of chaff. 

Advertisements are sometimes studied, but the majority of them are 
glanced at, and the glance is what the business man is after. 

If the advertisement be so brief, and so pointed, that a glance will absorb 
the whole of it, or absorb enough of it to make the reader remember it, 
then the advertisement has accomplished its whole mission. 

One advertisement well written, and well displayed, is worth a dozen 
indifferently made up advertisements. 



MONEY BRINGING AXIOMS. 23 

Effective advertising is always distinctive, sharp, short, pointed, and, 
above all, original. 

All being equal, the larger the advertisement, the more it will be read ; 
but an attractive, well-written, small advertisement will do more good than 
a poorly-written one of three times its size. 

In advertising, both quality and quantity count, especially the former. 

Well written advertisements are more than fifty per cent. news. 

At certain seasons of the year the advertising columns of any publica- 
tion are as much read and studied as the news columns. 

There is no department of business which is handled more poorly than 
advertising. It is the only department of business which no man under- 
stands perfectly, and which few men understand well. It is the depart- 
ment of business which needs the keenest insight, the most careful care, 
and the most continuous study. 



Some Trades Which Advertise 




" Tell folks your business, that you may do business 



..NYTHING salable, particularly if it be sold at retail, may be 
advantageously advertised. 



Everybody reads, and everybody buys. 

The proportion of space and money to be used for any 
article or line of goods, general or specific, depends 
entirely upon the things advertised, the class of people who buy them, and 
the quantity and quality of the purchasing field. 

This chapter is divided into trade classifications, simply for convenience. 

What is said under any one classification applies more or less to all. 

The entire contents of the book are intended to be of value to every 
trade and profession. 

This chapter is presented as a sort of explanatory index, to assist the 
reader in utilizing the general substance of the book. 

It is obvious that the most liberal space will not permit of special advice 
in every line of business ; therefore the leading lines only are mentioned, 
it being expected that the reader can easily adapt what is said about some 
particular trade to especially fit his unmentioned line of business. 

This chapter does not attempt to cover the broad field of national 
advertising ; it is exclusively for the benefit of retailers. 

Agricultural Implements are largely sold to the farmer, and must 
naturally be advertised to reach this particular vocation. The local paper, 
particularly the local weekly, and the more so if that weekly be published 
at a county seat, is supposed to reach nearly all of the surrounding farmers. 
The national advertiser of agricultural implements will, of course, use 
the national agricultural papers, and those particularly devoted to this in- 



SOME TRADES WHICH ADVERTISE. 25 

dustry ; but the local advertiser, who wishes to especially push agricultural 
implements of any kind, has but two ways in which to advertise his 
business ; one, by local paper advertising ; the other, by circulars, and the 
distribution of catalogues. The two together, properly handled, will 
bring the better result. Local paper advertising is certainly the leader, 
giving to the other its value, in so much as it works in harmony with news- 
paper advertising. If a dealer sell only agricultural implements, it is 
generally advisable for him to keep a small card in the local papers during 
the entire year, in order that his seasonable advertising may be connected, 
and its latent strength not lost. Advertisements of agricultural imple- 
ments should always be specific, not general. Under no circumstances 
should two things be advertised at the same time, unless the advertisement 
be distinctly and sharply divided. Let the advertiser advertise a hay rack 
one time, a corn sheller the next, then a plough, then a harrow, then a 
cultivator. An entire column may be well filled with an advertisement 
of shovels, of every size and style. Perhaps folks may wonder why so 
much space is taken for so insignificant an article as a shovel, but every 
farmer and man with a yard uses a shovel, breaks a shovel, wears out 
a shovel, and wants more shovels. This wonderment will materially 
help in influencing the possible buyer to inspect that shovel which is being 
advertised so much, and the shovel may be the leader which starts a train of 
purchasing, never before laid, to the advertiser's store. A dealer in 
agricultural implements frequently, and generally, carries a line of 
machines especially adapted to amateur gardening, lawn mowers and 
other articles used at the homesteads and houses of business men. Adver- 
tising to reach this class of people should be particularly bright, and ex- 
tremely brief. It should be in a different style from that used to reach the 
farmer. The farmer is willing to read a great deal, if he reads anything at 
all, in the advertisement ; the business man will read very little, and he must 
be hit squarely between the eyes, at the first advertising blow, or he will not 
be affected. It is impossible to mention the exact amount of space which 
any dealer in the agricultural line of goods should carry in the local papers ; it 
depends upon the business he does, the condition of the field, and his own 
enterprise. Let him remember that he had much better advertise before 
season than after season, and that before-season advertising is frequently 
as effective as advertising in season. He should begin his extensive 



26 SOME TRADES WHICH ADVERTISE. 

advertising a month before he expects to sell a single article advertised. 
See Hardware. 

Architects are supposed to occupy positions of great business refine- 
ment; therefore they cannot, with propriety, do extensive advertising. 
The architect's best advertisement is the building he builds, supplemented 
with a neat card in the local papers, if the field of his labor admits of 
newspaper advertising. In large cities the architect cannot advertise very 
extensively, to advantage, in the local papers. In medium sized places, 
he can build up a business by newspaper advertising. A progressive 
architect will see to it that the Press gives him full credit for every thing 
he builds, not in a puffy way, the praise to be entirety directed towards 
the work, not to the architect. Architects may find it profitable to issue 
small pamphlets or tracts, each devoted to some line of architectural or 
similar work, such as " About Mantels," " Artistic Doors," " Unique Mould- 
ings," "An Ideal Drawing Room," "A Perfect Hall," "Hard Wood 
Floors," "Ventilation," "Hot Water Heating," ''Steam Heating," 
"Where To Put The Furnace," " Fire Places," " Frescoing," " Wall 
Paper Harmony," and other subjects of interest to any one building 
a house or other building. These little pamphlets can be issued with his 
compliments. The architect can easily have them printed in some prom- 
inent local or national publication, and can reprint them from this publi- 
cation without it being apparent that he has done so, for they can 
appear as 

About Doors, 

By John Smith, Architect. 

From the Smithville Times- Journal. 

If the article has appeared in the Smithville Times-Journal, the architect 
has a perfect right to reprint it, unless the paper is copyrighted. By cir- 
culating it with the name of this paper appended, the reader is not likely 
to mistrust that the architect paid for the printing of the article in folder 
or pamphlet form. These little things help very materially. Any archi- 
tect is supposed to be sufficiently educated to be able to write understand- 
ingly upon his profession, and the more he writes, if he uses common 
sense and brevity, the more prominently it will make him become, locally 
if not nationally. See Real Estate. 



SOME TRADES WHICH ADVERTISE. 27 

Artists, so far as advertising is concerned, might in business be 
reckoned one scale higher than architects, that is, they cannot, with 
propriety, do as much advertising. The artist should cultivate the friend- 
ship of newspaper men, that they may assist him with complimentary 
notices, and mention his pictures whenever they are publicly displayed. 
Beyond this, unless the artist intends to do exclusively commercial work, 
he has little or no opportunity of doing what might be called progressive 
advertising, or really any advertising at all. 

Auctioneers have generally found benefit in advertising extensively 
but periodically. The auctioneer has two definite objects in advertis- 
ing; first, to advertise property or goods he has for sale, and second, 
to obtain property or goods to sell. The success of the auctioneer 
is largely dependent upon his ability to obtain respectable auction prices. 
While extremely low prices may bring buyers to his rooms, and give him 
the appearance of doing more business, it often happens that these low 
prices prevent the auctioneer from obtaining first class business. The 
advertisement of any sale should be explicit, with a free use of all com- 
mendable and truthful adjectives. It is generally supposed that the 
average auction advertisement is far removed from reasonable truth; 
therefore the auctioneer should be very choice in the use of extravagant 
terms, and when he uses them, to preface them with sufficient explanation 
to convince people of his honesty. The word "auction," although 
thoroughly conventional, attracts people ; it generally should appear in very 
large type, and be made a prominent part of the heading, to be immedi- 
ately followed or preceded by a headline-description of the property to be 
sold, as u An Elegant Residence," "A Comfortable Home," "A Charming 
Country Seat," "A First Class Farm," " A Handsome Four-Story House," 
"A Suburban Palace," "A Honeysuckle Cottage," " A Bridal Bower," or 
other title which, either directly or by inference, explains the property 
on sale. If the auctioneer be an extensive advertiser, he can easily have 
a full report of his sale appear in the reading columns of the local papers, 
as a matter of news, with full credit, in an indirect way, given to the 
auctioneer. In a sale of general merchandise, like bankrupt sales, or 
regular auction-room sales, the auctioneer will find it advisable to follow 
the methods of large retail concerns, handling the lines of goods he pur- 



28 SOME TRADES WHICH ADVERTISE. 

poses to sell at auction, and in this case even more than in that of real 
estate auctioneering, the auctioneer must run very heavily towards fact, 
not over-describing the goods, but telling the actual truth about them. 
The auctioneer who has the confidence of the public is the auctioneer who 
will do much business next year, even if he does little business this. 
The auctioneer, although he may be reckoned among intermittent adver- 
tisers, cannot have good excuse for not advertising during certain seasons 
or off-seasons. The auctioneer should have his card in the local papers, 
regularly and almost continuously, no matter how much it may be reduced 
in size. The public must not forget the auction-rooms, or that the auc- 
tioneer has an office for auctioneering purposes. When he has nothing 
to advertise, let him advertise that he desires things to be sold. The 
success of auctioneering depends upon publicity; the more publicity to 
it, on general principles, the more success and profit. The auctioneer is 
a natural advertiser, depending largely upon advertising for business. 
See Real Estate. 

Bakers should not, as a general thing, advertise their business gener- 
ally. They should advertise specialties almost exclusively, such as 
"Our Brand of Cream Bread," "Hot Muffins," "Home-Made Brown 
Bread," "Wheat Gems," "Old Fashioned Gingerbread," "Cookies of Our 
Daddies," "Light Biscuits," "Virginia Corn Bread." If possible, 
originate a specific name for some line of food, as "White Cloud Biscuits 
For Tea," " Saturday Brown Bread," "Snappy Gingersnaps," "Young 
Ladies' Cookies," "Excelsior Bread; " and having obtained a proper name 
for the article of general demand, push that article continuously and 
extensively until a better one is discovered. Bakers are continuous 
advertisers, because people buy bakers' goods all the year around, as 
much in one season as another. Bakers are nob extensive advertisers, be- 
cause the volume of their business does not generally admit of a heavy 
expenditure of money, but anything from two inches to six inches, in 
every issue of the local papers, is certainly not too much for any first 
class baker, unless the baker be located in a suburban district of a large 
city where he cannot find any publication distinctly covering his field. 
The baker can use special announcements to great advantage, particu- 
larly when he is introducing any new line, or an old line with a new name. 



SOME TRADES WHICH ADVERTISE. 29 

All printed matter should be gotten up in simple taste, white paper being 
invariably used. Let the baker be particular to speak of the purity of his 
goods and their healthfulness and general strength-building qualities, and 
for fancy lines healthfulness must not be forgotten, and more or less said 
about the dainty taste and general appearance of eatables. Never forget 
that many people do not realize that an after-tea-cracker is a very good 
thing for general lunch, until some baker, or somebody else, tells them 
so. Cleanliness is an essential in every bakery ; the extreme of neatness 
is to be earnestly recommended. All the advertising in the world will 
not sell eatable goods, if the articles rest upon dirty shelves, or are sold 
by untidy salesmen and saleswomen. Wholesome bread needs whole- 
some looking clerks to sell it. If the baking rooms join the store, it is 
always well to have them in company attire. Invite the customer to 
inspect the alleged mysteries of professional cooking ; have the cooks and 
assistants in clean clothes and white caps; be sure that the baker's boy 
has clean hands, and is otherwise presentable. 

Banks. — While banks are supposed to be conservative, aristocratic 
institutions, no bank can afford to ignore all forms of advertising. The 
announcement of exchange and drafts is particularly recommended, and is 
known to bring into the bank new and increased business. If the bank 
be located in some large city, it can attract new business by constantly 
keeping the name before the public, occasionally printing the names of 
the officials and directors. If a large check passes through the bank, 
there is no necessity of telling the name of the signer, unless he be will- 
ing, but the mention of the size of the check is worthy of a place in the 
news columns of any local paper. Any bank is more under obligations 
to its depositors than are the depositors under obligations to the bank, 
and an occasional courtesy done in the way of presentation, such as check 
books, a little better bound and engraved than is usual, to the largest 
depositors, little memorandum books, or anything of labor-saving office 
or pocket use, certainly can do the bank no harm, and is liable to do it 
much good. No bank can well afford not to carry an unobtrusive stand- 
ing card in the local papers. In every savings-bank there is at least one 
clerk capable of preparing an interesting, statistical article, showing the 
value of systematic saving, which article will be gladly accepted and 



30 SOME TRADES WHLCH ADVERTISE. 

printed gratuitously in the local papers, with full credit given to the 
clerk, and to the bank he works for. 

Barbers may find profitable semi-humorous advertising, using such 
head lines as "He Slept While I Shaved Him," "The Chair of Luxury," 
"Never Against the Grain," "Hair Cut While You Wait," "Hair Lift- 
ing to Order," "A Sand Papered Shave." The barber can generally 
afford a two-inch card in the local papers, unless he be located in the 
larger cities. The condition of the shop should always be as neat and 
attractive as the advertisement. 

Bicycles. — The local bicycle agent cannot afford to be without a rea- 
sonable amount of advertising in the local paper. Bicycles, like many other 
lines of goods, manufactured or controlled by large manufacturers, receive 
a very extended amount of general advertising through general mediums, 
which advertising benefits the local agent in proportion to the size of his 
territory. The bicycle agent must be on good terms with the local editors 
and reporters, and there is nothing better with which to pave the road to 
perpetual journalistic friendship than the courtesy of a certain amount of 
advertising. The advertisement should be changed every week, if possi- 
ble, and a little attention will make it possible to make such changes. 
Whenever a machine of the make sold by the agent is the first to cross 
the tape, see to it that the local paper, in the report of the race, mentions 
the name of the machine. A simple mention of the name of the machine 
ridden by the winner is more effective than an indiscriminate effusion of 
adjectives, which discloses the cat-in-the-meal to the most ignorant 
reader. Aid in creating so much interest in cycling matters that the 
local papers will, at the suggestion, print regular cycling notes as news 
matter, and, among those notes, if you are an advertiser in the papers, it 
is very easy to secure more or less mention of the machine sold, without 
its having the appearance of being an advertisement. Encourage bicycle 
meets and races ; organize clubs, and interest agricultural fair managers 
in having bicycle races a part of the out-door attractions of the fair, and 
offer to take charge of the event without expense to the fair association. 
Organize runs and tours ; see that the local papers know about the affair 
in advance, and about it afterwards. If the machines sold by the agent 



SOME TRADES WHICH ADVERTISE. 31 

stand the heavy test of road riding, ask the local paper to modestly, and 
in a newsy way, mention the fact. Lend bicycles free of charge to local 
newspaper men; teach them to ride, and in everyway show them the 
utmost courtesy. The bicycle agent who is not popular with newspaper 
men, and with riders, and would-be riders, has no excuse for being 
a bicycle agent. Advertise generally about cycling — -tell of the delight- 
ful exercise, the healthful happiness there is in it — how economical it is 
— how easy it is to learn. If there were a thousand times more cyclers 
than there are, some folks would be prejudiced against cycling — some 
folks are prejudiced against anything. Use cuts part of the time — don't 
use cuts all of the time. Write advertisements to tell people what 
there is in cycling — convince them of the character of cycling — you 
know what it is — let them know as much about it as you do — tell 
them in your advertisements — preach the Gospel of Outdoors as it has 
never been preached before. Folks live indoors too much, now-a-days — 
they know it — don't realize it — will if you tell them so. Don't make 
your advertisements technical — have 'em free and easy — folks don't 
understand bicycling like you do, and never will want to. The bicycle 
to them is a means to an end — it is what they can get out of it. Make 
bicyclers first, then make them buy of you. It's as hard to do one as the 
other — make bicyclers first anyway. If they don't buy of you the first 
time, they will by and by. Do advertising on the broad basis — it'll all 
come your way sooner or later. Bicycles should be advertised at least 
eight months in the year, to the extent of a card in the local papers of 
from two to six inches. Ifc is as important to advertise before season as 
during season ; the bulk of the advertising should be given during the 
six or eight weeks preceding the season and during the first half of the 
season. See Sporting Goods. 

Bonnets. — See Milliners. 

Books. — See Stationers. 

Boots and Shoes. — The boot and shoe retailer cannot reckon himself 
among the heavy local advertisers. The full pages belong to the dry 
goods men and clothing dealers, and a few other lines of trade doing- 
enormous business. But the shoe man cannot figure himself among small 



32 SOME TRADES WHICH ADVERTISE. 

advertisers. He has need of more advertising than the blacksmith, the 
drug store, and the jeweler. His proper position in the advertising field 
is half way between the extensive advertiser, and the smallest advertiser. 
Few boot and shoe men can afford to have less than two or three inches 
of space in every local paper of respectability. The majority of retailers 
can carry to advantage from six inches to half a column in the leading 
local papers. Advertise one thing at a time. The woman who wants a 
pair of rubbers is attracted by the big line reading 

"RUBBERS FOR 60 CENTS," 
when she would not notice the conventional advertisement reading 

"John Smith & Co., 
Dealers in 
Boots, Shoes, and Rubbers." 

It is not good policy to advertise two things at a time, unless those two 
things are separated in such a way as to give each one the benefit of 
apparently occupying a distinct position. A five dollar pair of boots, 
and a six dollar pair of shoes, while both are interesting to the reader, 
have not together the pulling power that each would have by itself. If 
you have a five dollar pair of shoes to advertise, advertise them today, but 
don't advertise a three dollar pair of boots the same day. Advertise rub- 
bers as near to wet weather as is possible. Anticipate rainy days if need 
be. If it looks like rain put up a large pair of rubbers or rubber boots, 
labeled, "No Wet Feet," "Don't You Wish You Had 'em ! " "Dry Feet 
for 65 cents." If "Old Prob " predicts rain or snow, make the most of 
his prophecy. Head your advertisement, " It Is Going To Rain, " " Look 
Out For Snow." When school opens have a good deal to say about school 
shoes. Shoes for children are of the best specialties for advertising. 
Emphasize the wear. Offer a prize to the school boy or girl who can 
wear out a pair the slowest with ordinary use. When vacation begins 
let people know where tennis, yachting, hunting, or bicycling shoes can 
be procured. See that the cold weather does not get ahead of the 
announcement that the winter's stock is all in — provided it is. Have 
a shoe maker in the window, mending shoes. Advertise foot-wear to fit 



SOME TRADES WHICH ADVERTISE. 33 

not only all sizes of feet and all tastes of people, bnt all seasons and occa- 
sions, and spring upon the public the right kind of shoe at the ripest time 
for selling it. A run on any particularly attractive shoe will sell many 
of them, and bring new general business. 

Caps. — See Hats. 

Carpet advertising must be adapted to particularly reach the women. 
The woman who is not influenced by a well written carpet advertisement 
never had, or will have, a carpet about the house. Advertise one style 
of carpet at a time; then try rugs; then straw matting, if in season. 
Under no circumstances, advertise more than one line at once unless in so 
advertising your advertisement is made up into sections, apparently dis- 
tinct and separate from each other. A full page can frequently be used 
to advantage in the advertising of oil cloth. The woman who is looking 
for a piece of oil cloth for her kitchen floor is not interested in the adver- 
tisement which reads : — 

John Smith, 

Dealer in Carpets, 

Straw Matting, Rugs, and Oil Cloth. 

Although she is perfectly well aware that every carpet store carries oil 
cloths in stock, she is ever anxious to do business with that store which 
is apparently making a specialty of oil cloth selling. A very bright 
advertisement can be made on oil cloths, or straw mattings, or rugs, or 
any other line of carpet regulars, without there being a new piece in the 
store. The regular stock can be rearranged and handsomely set forth, 
and have all the appearance of business, for it is new. There is no mis- 
representation in making a run on oil cloths, or any other line of carpet 
trade, provided the advertiser has what he says he has, and simply creates 
an interest in these particular lines. The general idea that a carpet 
dealer must advertise every kind of carpet he has in the store, because 
there are people who may want some class of carpet, and do not care for 
the class advertised, and therefore are liable to go to some other store, is 
the sheerest kind of business nonsense. No carpet man can at any one 
time cover his field completely. The only way to do is to cover it as, 



34 SOME TRADES WHICH ADVERTISE. 

well as lie can. Specific advertising will bring the majority of readers 
of an advertisement, who are particularly interested, and will assist in 
creating an interest among others, which will bring these people to the 
store, and if the salesman is good for anything he may sell them some 
other kind of a carpet, in addition to the carpet they ask for. Straw mat- 
tings offer a particularly good field for advertising, preceding and during 
the season of house-cleaning. Few people have any idea of the neat and 
clean appearance of a room covered with good straw matting, upon which 
are laid bright and appropriate rugs. The idea that straw matting will 
take the place of a hard wood floor, and is easy to take care of, has never 
been properly advertised. This same principle applies to almost every 
other line of floor covering. People are looking for carpet advice, as well 
as for carpets. The advertiser, if he be a leading advertiser in his line, 
can substantially Control the carpet taste of the town he is in, and if he 
control that taste he must have the greater part of the business. Carpets 
may have their selling season (there are certainly times when more of 
them are sold) but carpets are sought for all the year around, and the 
shrewd advertiser so arranges it that he may never have a really dull sea- 
son. The people who do not buy carpets this month can be made to buy 
them next. The progressive carpet advertiser is after future business, as 
well as present business. He does not expect his advertising to bring 
him immediate sales, and yet he does not forget the advantages of direct 
advertising. Many men and women do not realize how warm and com- 
fortable a few more rugs will make their sitting rooms. The advertiser 
has an opportunity to tell them. If trade is particularly dull, the carpet 
dealer may buy one hundred or more bright rugs, and advertise them at 
a little above, if not at, actual cost, but let him be careful not to say too 
much about selling rugs for less than cost. The quality of a carpet or 
rug is in its wear, and suspicion, created by under-cost prices, actually 
drives away buyers. Let the customer be surprised at the quality, for the 
money. It is an object to get people into the store even if they do not 
purchase immediately, or if their first purchase does not bring direct 
profit. 

Carriages, while they have two regular selling seasons, require con- 
tinuous advertising, with marked increase just preceding and during sell- 



SOME TRADES WHICH ADVERTISE. 35 

ing seasons. As in other classes of advertising, the carriage retailer 
should not advertise more than one carriage at a time, although there is no 
objection to his mentioning, at the bottom of his advertisement, that he 
does carriage repairing, but that must be secondary. Let him bring out 
a carriage, advertise the general points of that carriage the first time ; the 
next time bear heavily on one particular point, at a more or less sacrifice 
of the others ; then take up another point, and so on. There is a man 
somewhere who will buy that carriage on account of its springs, who is 
dissatisfied with the carriage he has for that reason. Another man is 
anxious to get a particular style of carriage. The carriage advertiser 
happens to have that carriage ; he reaches a customer. If the advertise- 
ment is general, and takes in carriages in general, it is worth very little 
to the advertiser beyond keeping his name before the public. The car- 
riage manufacturer can very easily, if he be a fairly liberal advertiser, 
obtain more or less newsy items in the local Press. If Rev. John Jones 
buys a carriage, the Press can be made to mention it If some other 
prominent man purchases some wagon made by the advertiser, the local 
Press is very glad of the news item, and will certainly print it, if the 
dealer be a good advertiser. The advertiser must remember that he is 
advertising to reach the people who do not know anything about car- 
riages, beyond their experience and wear, who are not experts on springs 
or anything else; therefore he must arrange his advertisements in the 
simplest and most common-sense way, and not expect the people to under- 
stand technical terms, which he may be familiar with. Of course the 
enterprising carriage dealer will advertise carriages appropriate to the 
season, and coming season. A shrewd carriage dealer can create real 
demand for his line of trade. By bright breezy advertisements he can be 
the unknown means of presenting to his local public the joys of carriage 
riding, really forcing, by suggestion, a desire for driving, practically un- 
realized by half the people who don't drive, and can afford to. The car- 
riage seller has health, convenience, and all Nature allied on his side ; he 
is a public benefactor, and is allowed to make money at it. 

Clocks. — See Jewelers. 

Clothing, or rather Ready- Made-Clothing, admits of the extreme 



3G SOME TRADES WHICH ADVERTISE. 

of extensive advertising. No department of retail trade suffers more from 
competition, and wherever competition is there must be aggressive com- 
petitive advertising. There is probably not a single prosperous retail 
clothing house located anywhere, which advertising has not materially 
aided in building up, and which is not holding its trade largely through 
the instrumentality of printers' ink. The great dry goods dealer, and the 
clothing dealer are considered the extensive advertisers of the retail trade. 
They rightly hold the highest position, and their advertisements are sup- 
posed to occupy, in the majority of papers, nearly half of the entire 
advertising space of the papers. They not only build up business by 
advertising, but it is necessary for them to advertise very extensively to 
hold business. The great middle class of people, and those belonging to 
every class below this class, buy of the retail clothier all their outside 
wear. The retail clothing dealer, then, sells necessities. He has the 
advantage of advertising that which people must have, and he must 
increase such business by advertising expensive things and luxuries. He 
has all the advantages of luxury and necessity, with the full knowledge 
that the majority of everybody must buy of him, or some one else in his 
line. It is simply a question of how much of general trade he will have. 
Retail clothing can be advertised with dignity or lack of dignity, of 
course within the lines of propriety. The service of the printer, the poet, 
the artist, the bill-poster, and the sign-painter, can all be utilized. There 
is no type too large to boom the wear and fit of ready-made clothing. 
The advertisement of the retail clothier is unlimited as to size. It can 
occupy half a column or two pages. It is impossible to advertise too 
much, if trade will admit of the most extensive advertising. The mis-' 
take generally made by retail clothiers is in advertising not sufficiently 
to hold their positions in their regular districts. The retail clothier 
should be very careful not to advertise more than one thing at a time. 
He should follow the general rules of advertising, which pre-eminently 
demand that but one thing be advertised at once, unless such article be so 
directly connected with another that they must both be advertised together. 
There is, of course, no objection to advertising several things in the same 
paper, if the advertisements have the appearance of being distinctly sepa- 
rate. Suits and overcoats cannot very well be advertised together. 
Trousers should not be advertised with outside coats and white vests. 



SOLE TRADES WHICH ADVERTISE. 37 

Suits should be advertised by themselves. The retail clothier must 
remember that it is necessary for him to get business by advertising, 
which advertising will sell a specialty, and assist in creating regular cus- 
tomers, and very materially aid in selling almost any other lines he has 
on hand. Dishonest clothiers will still persist in advertising tremendous 
sacrifices, fire, smoke, and water, and goods for less than cost. These 
sacrifices occur so seldom in fact, that the public do not believe that the 
advertiser is telling the truth when he so advertises, even though he may 
be. At the present day, honesty in advertising, particularly in the cloth- 
ing business, is business, and will bring and hold business. It is simply 
useless to advertise a true statement, if there is reason to believe that the 
public will not believe it is true. The clothing dealer must advertise 
all the year round, more extensively, of course, during season and pre- 
ceding season, but dull season offers to him a good opportunity to build 
up new business, and to defeat his competitors. People buy clothing in 
dull season because it is popularly believed that clothing is cheaper then. 
People buy clothing all of the time, and the enterprising clothier is the 
one who advertises almost as extensively during dull seasons as at other 
times. It is always advisable to carry in stock and to advertise exten- 
sively, some particular line, whether it be trousers, vests, coats, thin coats, 
over-coats, or any other goods pertaining to the clothing trade. With 
these leaders, trade can be worked up and profit made, even though there 
may be very little profit in the sale of the leaders themselves. The ten- 
dency of most clothing dealers, to carry the cheapest grade of salesmen 
and clerks, and expect extensive and exaggerated advertising to sell 
goods, has always resulted in permanent failure. The harmony of quality 
of goods, polite and businesslike-bearing salesmen, and clean honest 
advertising, is the only thing that has ever made the clothing business 
permanently profitable. The clothing retailer, being a very extensive 
advertiser, can quite naturally receive the full courtesy and liberality of 
the Press, but he should remember that puffy puffs are almost valueless, 
that newsy puffs have value in themselves, and he should so adapt his 
reading notices to meet the interest of the public, that they will read 
them as they will news. A newsy puff of two lines is worth many times 
more than a puffy puff of a column. It is very easy for the clothier to 
have some elaborate display, some window dressed in beautiful style, 



38 SOME TRADES WHICH ADVERTISE. 

some something somewhere in the store which is of interest to the public, 
and which the local paper would gladly write up, at any reasonable 
length, free of charge, as a matter of news. Such news items are valuable. 
The clothier is a continuous advertiser, and an all-the-year-around adver- 
tiser, the one who can never be out of the paper, and who always finds it 
profitable not to cut expenses in his advertising department. See 
Tailors and Furnishing Goods. 

Coal and Wood are always used, and always in demand, and require 
continuous advertising, although quite naturally the bulk of coal is sold 
preceding the season of cold weather, and it is therefore advisable to do 
more extensive advertising then than during warmer months. Coal, 
being neither artistic nor pretty, must be sold on its intrinsic value, 
consequently there is little opportunity for sesthetic advertising. The coal 
dealer must simply advertise that each one of his tons is a ton, that it is 
all coal, that he does not leave the sidewalk dirty, that prompt delivery is 
guaranteed, that his coal has very few clinkers, that it burns up into clear 
ashes. The retail coal dealer can create a great deal of trade by advertis- 
ing some specific grade of coal, especially adapted to the kitchen stove, or to 
the parlor grate, or to the furnace. Let that grade be honored by an appro- 
priate and well sounding name, like "Queen City Coal," "Clinkerless 
Coal," "Peerless Coal." It is absolutely necessary that this grade of coal 
be a superior article, and worthy of all that is said of it. The retail coal 
dealer should have an advertisement in the local papers, unless he be located 
in a very large city, — in that case he may find quite extensive advertising 
necessary to the holding of business — an advertisement, say of from two 
to four inches all the year around. In the smaller places, the coal dealer 
can work up an interest in fire-place heating, or any other method of 
heating, and can sell the bulk of the coal for that purpose. Let him 
tell people how to take care of fires, and how to make them. Let him 
issue some little pamphlet giving good advice in this direction, distribute 
it free among customers and possible customers. The coal business is 
permanent, and admits of permanent advertising. 

Coefee. — See Tea. 

Confectionery establishments have come to be a part of the business 



SOME TRADES WHICH ADVERTISE. 39 

life of every populous town. While confectionery is sold by all drug- 
gists and at variety stores, and even now-a-days at the dry goods empori- 
ums, there is and always will be room for the distinct confectionery depot, 
where nothing but sweets are sold, including ice cream and summer 
drinks. No matter where located, these establishments can afford to do 
a reasonable amount of local advertising, with the possible exception of 
in such cities as New York, Chicago, or Philadelphia, where there are so 
many retail centres that no one local medium distinctly covers any par- 
ticular section, and where, of course, it would be too expensive to adver- 
tise to reach the entire city, when the trade is limited to within a distinct 
boundary. The majority of confectionery stores can easily afford to carry 
a regular advertisement in the local papers, of from two to six inches, 
advertising all-the-year-around, with additional advertising preceding 
and during Christmas holidays. Advertise some particular line of 
sweets, as "Old Fashioned Molasses Candy," "Our Own Chocolate 
Creams," "Mother Hubbard Sticks," "Aunt Sarah's Gum Drops," or by 
using any other name which will be attractive. Attempt to invent a name 
of local distinction for some line of popular candy, and advertise this line 
extensively. Do not advertise generally. It is worth little or nothing 
to carry an advertisement reading 

John Smith, 

Fine Confectionery, 

Smithville. 

That means little or nothing. An advertisement can be written upon 
purity, and bring business. It is advisable to preach the doctrine of 
purity, if you can substantiate it in fact. Another advertisement can be 
written upon freshness. The majority of people are in favor of fresh 
candy, even though a great deal of candy is just as good a month old as 
it is upon the day it is made. The confidence of the mother must be 
obtained, if the store has a large children's trade, for mothers are being 
taught that too much candy injures children, and that confectionery adul- 
teration is absolutely injurious. The idea of making a part of the candy 
within full view of passers-by, or setting aside one corner of the shop for 
its manufacture, has always proven profitable. People like to see made 



40 SOME TRADES WHICH ADVERTISE. 

that which they eat, provided the process is attractive. It costs little or 
no more to keep the kitchen clean, and if the kitchen be a part of the 
shop, nicely railed off, a great many people will enter the shop to see 
candy made, without prior intention of buying any. Absolute cleanli- 
ness about the store and kitchen is essential, and the clerks should cer- 
tainly have clean hands and faces, and dress becomingly. 

Crockery, Glass, and Lamps can be advertised to almost any rea- 
sonable extent, and in about as many ways as the variety of their manu- 
facture. Perhaps lamps are limited to a special selling season, but 
crockery and glass are always marketable, and in general demand, and 
the more so during what might be considered their regular seasons. 
Stores of this class should keep an advertisement continuously in the local 
papers. Advertising one thing at a time, unless the advertisement be 
divided into distinct sections, is a fundamental principle which cannot 
meet exception here. Always advertise something that people are inter- 
ested in, or write the advertisement so as to make them interested. Have 
something to say about this beautiful set, or that serviceable ware. 
Advertise especially pitchers, cups, saucers, tumblers, goblets — one class 
at a time. Tell people about a set of one hundred and fifty-five pieces, 
which you will sell for fourteen dollars. Do not write too much descrip- 
tion. Crockery does not look well on paper; it must be seen to be appre- 
ciated, therefore adapt your advertisements to bring people to your store, 
where your crockery, salesmen, and the price must do the rest. Your 
advertisement should never be less than from three to four inches, and 
can frequently occupy a column to advantage. Do not allow a week to 
go by without showing some regular line of stock and pushing it 
especially. There is no necessity of this interfering with regular sales. 
This special pushing will make your regular sales larger, and will enable 
you to reduce stock if you desire to do so. 

Dentists are professional men, and unless they prefer to do a transient 
business, cannot be justified in doing very extensive advertising. In the 
smaller places the dentist may find it profitable to carry a small card in 
the local papers, giving his office hours, and any other information which 
he may deem it advisable to present. The ethics of some towns do not 



SOME TRADES WHICH ADVERTISE. 41 

permit the burning of professional red fire, while other towns will hap- 
pily absorb all one chooses to give them. Other towns and large cities 
admit of very extensive dental advertising, which is thoroughly honora- 
ble, although the higher grade dentists look, with suspicion, upon those so- 
called dental institutions, where an army of dentists are kept under the 
general superintendence of a skilful operator. These concerns find 
extensive advertising very profitable, and if they are not anxious for pro- 
fessional standing, the whole object of their business being to make and 
accumulate money, which they certainly do in an honorable way, they 
cannot be criticised for accomplishing it with printer's ink. 

Doctors, if of the regular school, must confine themselves to single 
cards in the local papers, and refined printed announcements, and even 
these are sometimes out of taste. Good- will and favors to newspaper men 
may result in personal items about certain successful and difficult opera- 
tions, which cannot lower professional dignity, while they go far towards 
establishing the reputation of the physician. In most of the towns and 
smaller cities, many of the physicians place in the local papers modest 
cards, simply announcing their office hours, stating where they can be 
found, whether they are surgeons or not, and sometimes mentioning some 
specialty in which they are particularly proficient. This is not generally 
considered bad taste, and is often quite profitable to local physicians. 

Dressmakers may be divided into two classes : the regular down- town 
dressmaker, and the dressmaker who does not possess a down town office, 
and goes out by the day, or uses her front-parlor for office purposes. The 
latter, of course, cannot do much advertising, unless it be confined to the 
want columns of large city dailies, and to short cards in the local papers 
in small towns. The dressmaker, with a store, can be a somewhat exten- 
sive advertiser. The local papers offer her the best medium of adver- 
tising, and she will find profitable a modest, tasty, and nicely worded 
business announcement, to be sent to friends, and to ladies of any district, 
or to the whole town. Her business being wholly confined to woman, she 
will not make the mistake of advertising to reach men. While the adver- 
tiser can advertise to woman to reach man, no one but an idiot would 
think of advertising to man to reach woman. The woman may pick out 



42 SOME TRADES WHICH ADVERTISE. 

a style of cloth for her husband's trousers, but where is the woman who 
will allow her husband to select the style of the garments she wears ? The 
dressmaker should keep up to the times, possibly a little ahead of them. 
Opportunity is given her to give people advice as well as to sell them 
dresses, and by giving always good advice she can frequently build up a 
friendship trade, worth more to her than any other kind of trade. Let 
her become an authority upon dressmaking, and her business is assured. Let 
her use the local Press as a means to an end. If she be especially profi- 
cient, perhaps she can conduct a department, charging nothing for her 
services, and receiving the benefit of the advertisement. Her store, or 
room, should be decorated and arranged in the perfection of simple art. 
If a store, the windows should be tastefully draped, and fresh models con- 
stantly shown. All this to be supplemented with good advertising, — 
one thing at a time — for here there is so great multiplicity that it is 
very easy to spoil the entire effect of the advertising by conglomerate 
advertising. See Milliners. 

Druggists, unless located in large cities where trade is entirely con- 
fined to local centres, can do considerable local advertising, the diversity of 
their business admitting of many specialties. No high grade druggist 
will push the sale of any proprietary medicine, except simple home-made 
remedies for colds, coughs, bowel complaints, burns, toothache, corns, 
and the like. If these articles have merit, and are simple, and are adver- 
tised as remedies, not as cures, extensive local advertising will bring 
much profitable trade. Vary the advertisements to fit the physical needs 
of the season. In the advertising of medicines, be careful not to follow 
the extravagant style of most of the patent medicine dealers. The volume 
of the druggist's local legitimate trade depends upon his reputation. He 
must be known to be a skilful chemist, and a careful compounder of medi- 
cine. If he have the reputation of selling patent nostrums indiscrimin- 
ately, his reputation as a scientific man is gone, and he simply stands upon 
the platform of a business sharper, grasping for money by extravagant 
statements, who cares little or nothing about the quality of goods he sells, 
so long as he sells them. The product and contents of the drug store go 
into the stomachs of the people, and people care more about their stomachs 
than thev do about their clothes. The prescription department can often 



SOME TRADES WHICH ADVERTISE. 43 

be advertised, and there are times when even soda water trade can be 
increased by local advertising. In this line of business as well as in any 
other, the one-thing-at-a-time idea is absolutely essential. A two to six 
inch advertisement in the local papers is about the correct amount of 
space for all-the-year-around advertising for local druggists. 

Dry Goods stores now-a-days are supposed to carry a line of goods to 
meet the wants of everything worn by women and children, and about 
everything, except outside clothes, worn by men. The majority of dry 
goods stores, being really department stores, carrying lines which a few 
years ago were not considered within their business scope, cover substan- 
tially everything but men's outside clothing; therefore it is, perhaps, well 
to discuss dry goods advertising on a general basis, that is, that dry goods 
stores carry a multiplicity of articles for household use, as well as personal 
wear. In variety and price the contents of these stores are simply limit- 
less. The dry goods advertiser is, and always has been, the most exten- 
sive advertiser, running slightly ahead of the retail clothier. A year's 
steady advertising, touching but one article at a time, will not exhaust 
the principal staple goods, to be found upon the counters of a large dry 
goods establishment. The successful dry goods advertiser is adopting 
the now settled principle of dividing his advertising into sections or dis- 
tinct parts, advertising in each part but one thing, making a specialty of 
everything he advertises. In the dry goods business, perhaps more than 
in any other, this oneness of advertising is essential, but no more so than 
the necessity of making a specialty of every line of goods advertised. 
People are buying stockings all of the time, yet they can be made to buy 
a great many more stockings if the store advertising is especially pushing 
stockings. Apparently the same dry goods advertisement should seldom 
be written in the same way twice. If it is necessary to advertise the 
same article, or to run the same advertisement substantially more than 
once, it should be rewritten and reset, a change in the typographical 
appearance being as necessary, almost, as a change of style or reading. 
The popular idea that because one style of advertising has brought return, 
that style should be maintained forever, is not founded upon good 
business judgment. A taking style, persisted in, will bring and hold 
business, but the dry goods advertiser can better afford to completely 



44 SOME TRADES WHICH ADVERTISE. 

change his style at least once in six months, in order that ne may not 
weary people with advertising sameness. In the majority of dry goods 
establishments, one man, may be a clerk, or a man hired especially for 
the purpose, is given the composition of advertisements. In a short time 
that man loses his power to originate new ideas. The brightest advertis- 
ing expert in the world is not limitless in his scope. The good adver- 
tisement writer is the man who borrows ideas, who uses every one in the 
establishment, that he can, to help his advertising. There is many a 
clerk who never has written an advertisement, who can write one good 
advertisement, and only one, and if this advertisement be written and 
handed to the man in charge of the advertising, the man, with a few 
strokes of his pen, may make it into an advertisement even better than 
he himself can write. It is absolutely essential that every one employed 
in a dry goods store, be familiar with the firm's advertising, that they may 
make suggestions, and further than that, their knowledge of the firm's 
advertising will enable them to sell more goods than they can if they 
only have the goods back of them for assistance. Several new and taking 
advertisements can be easily written on identically the same shawl ; it 
can be, made to appear new every day. The marvellous diversity of 
dress goods admits of innumerable announcements, similar yet different. 
The dry goods merchant who attempts to explode all there is in his stock 
at one blast will never hit the game. If the good words about one line 
of goods can be driven into the reader at each firing of the advertising 
cannon, the advertiser should be fully satisfied. Make one day a napkin 
day, another day a sheet and pillow case occasion, another a run on 
hosiery, another on underwear, another on dress patterns. It makes no 
particular difference what the line of goods is; provided it is seasonable, 
or can be forced into season, it can be sold if properly advertised. Make 
the advertisement personal, direct, short, pointed, and original, but do 
not use over-originality. Have something of interest to say, something 
which will give information of value to the reader, as well as about the 
goods advertised. Let the advertisement answer two purposes : that of 
giving information, and of announcing goods for sale. Let every descrip- 
tion be brief. Do not have too many headlines. One good headline, 
with brief descriptive matter following it, is worth a good deal more than 
a dozen headlines, with or without descriptive matter. Make every 



SOME TRADES WHICH ADVEKTISE. 45 

announcement a pressing invitation to everybody. Do not slop over. 
Invite people to call, not always by directly saying so, but assure them 
that you are in business to do business, and are under more obligations 
to them for buying than they are to you for the privilege of buying. A 
confidential, personal, reading-article sort of an announcement is unique, 
very successful, and is to be recommended for frequent use. Write it as 
you would write a letter to a friend, describing briefly and pointedly 
some particular line of goods. It must be the personification of honesty, 
and in it should be veins of friendly kindliness and voluntary advice. It 
is well known that dry goods men have made money by deliberately 
lying, by advertising great sacrifices and unparalleled bargains. A cer- 
tain amount of this may be justifiable, if it be backed with truth, but the 
unparalleled bargain idea is a falsehood, for no one believes it. Better 
tell people that you are able to sell goods at an extremely low price, 
for the simple reason — and here give the reason for it — which reason 
must be honorable and one which will be believed. Be careful about 
advertising too much about less than cost. It is a hackneyed expression 
which means nothing and is generally untrue. At the present day 
honesty in dry goods advertising is the best kind of business originality. 
It is not sufficiently practiced to be old and stale. The woman is shrewd, 
or thinks she is. She loses confidence in a store more rapidly than she 
gains it. Gain her confidence once, and she is yours forever, and you 
cannot gain it unless you prove to her that your advertising statements 
are correct. She may come to your store when unparalleled bargains 
are offered, but she is not a permanent buyer. She distrusts the words 
of your salesmen, she believes the goods are poorer than they are. There 
is such a way of telling the truth, and only the truth, that all will believe 
it, and never become dissatisfied. If you have a line of goods which is 
not as good as the goods you sold last week, and all last week's goods are 
gone, tell folks so, they will appreciate it. In the amount of space, 
there is simply no limit for the enterprising dry goods advertiser. He 
can seldom take too much space ; frequently he does not take enough. 
The Press is with him ; it will print almost anything he sends it. The 
diversity of his stock in trade allows him to produce newsy items, of 
interest to the readers of the paper, outside of their business value, and 
this kind of item is worth a great deal more to him than puffy puffs. 



46 SOME TRADES WHICH ADVERTISE. 

The goods he receives, the number of certain articles he carries in stock, 
the fact that a certain prominent woman had a dress made of a line of 
goods he is carrying, the general appearance of his store, some store 
decorations, or window displays, a brief item describing the making of 
some line of dress goods, and frequently a long article describing wool 
shearing or silk weaving, or the wearing qualities of certain particular 
lines of cloth, are of interest to readers, and if the advertising part of it is 
well hidden, the editor is as glad to print it as he would be to print any 
other miscellany. Interviews can be arranged. The dry goods retailer 
simply has every opportunity, every advantage, to draw from advertising, 
and there is not one diy goods man in ten thousand, who can afford not to 
advertise. The few isolated cases where success has been made in the 
dry goods business, without advertising, simply by exception, prove the 
general rule.. See Fancy Goods, Milliners, Variety Stores, and 
Trimmings. 

Electrical Lighting. — See Gas Fitters. 

Express companies require a moderate amount of local advertising. 
Advertise promptness, sure connection, and careful handling of goods, 
and verify the statements in fact. Expressmen should announce the 
location of order boxes. 

Fancy Goods, when sold as they generally are, at the dry goods 
stores, properly come under the head of dry goods advertising. The 
store which deals in fancy goods exclusively has the same opportunity 
for original and attractive advertising in description and variety of goods 
in stock. The one-idea-at-a-time rule should generally be followed, and 
the fluctuations of the thermometer should influence the arranging of 
advertising of seasonable articles. Fancy goods, being objects of art, 
their value largely depending upon their apparent beauty, enable the 
fancy goods advertiser to write advertisements slightly bearing upon the 
aesthetic. He can make them literary, use beautifully turned sentences, 
and frequent adjectives. His window displays, and the decorations of 
his counters may be described in the local papers. A large number 
of ladies can be brought to the store simply to admire his exhibits. 
The distinct fancy goods advertiser can, to advantage, use one quarter of 



SOME TRADES WHICH ADVERTISE. 4< 

a column all the year around, and occasionally it is advisable for him to 
have an advertisement of two or three times that space. Of course his 
advertisements must be extremely fresh, seasonable, and artistically 
arranged. He should avoid startling statements and heavy type, and 
make his advertisements as neat as his goods. The field of woman is 
open to him. A high grade announcement, upon fine paper, in connec- 
tion with newspaper advertising, will greatly assist in bringing business. 
See Dry Goods, Trimmings, and Milliners. 

Fire Insurance. — See Insurance. 

Fish should be advertised all the year around. People buy fish sum- 
mer and winter. The fish dealer is confined to a local district, and if he 
be located in a large city, he cannot depend upon newspaper advertising 
for his business, for there is no publication generally covering his par- 
ticular field. He may announce the arrival of oysters, blue fish, and 
other fish of seasons. He may tell people, in advance, of the coming of 
any kind of fish. He can especially advertise an unusual catch of trout, 
or other kind of game fish, which will allow him to make a little boom 
with printers' ink. He may easily find opportunity for interesting- 
news items, which the local paper will gladly print, if he be a regular 
advertiser. The local fish dealer should not use less than two inches 
throughout the year, and during certain seasons he can, to advantage, use 
as much space as half a column. The appearance of the fish store has a 
great deal to do with trade. It should be kept scrupulously clean. The 
fish should be arranged in the windows and on the counters, packed in ice, 
where they can be seen by passers-by and visitors to the store. The fish 
dealer has an opportunity to do a certain amount of circular advertising. 
Let him issue a little booklet telling how to cook fish, and giving other 
hints on fish, for free distribution among customers, and those he desires 
for customers. He can become authority upon fish for his district, and 
the moment he becomes authority his trade is established. 

Five and Ten Cent stores are now recognized as a legitimate part of 
the local business of every town of fair size. Their success parti v 
depends upon well directed, catchy, and extensive advertising. The 
advertisement should be never less than six inches, and frequently ;i 



48 SOME TRADES WHICH ADVERTISE. 

column or more can be used to advantage. Do not advertise more than 
two or three articles at a time, and let those articles be of positive utility, 
and to be sold at the lowest possible prices consistent with profit. The 
almost limitless variety of goods in stock admits of fresh and seasonable 
advertisements, sure to interest the majority of families. Each line of 
goods should be generally advertised as extensively as lines of similar 
goods are advertised at the higher priced stores, but there may be in the 
advertisement a sort of bombastic swing hardly allowable in the advertise- 
ments of the higher priced stores. Five cent stores should sail with all 
the canvas set, provided every sail is lull of wind; in fact, a reasonable 
amount of wind is to be encouraged. Patrons of these stores are not sup- 
posed to be largely from the upper crust of alleged society, therefore the 
advertising should be adapted to the wants of the lower and centre classes 
of middle people. The attractive arrangement of store counters and 
show windows is of positive consequence. Five cent stores must adver- 
tise continuously throughout the year. See Dry Goods and Variety 
Stores. 

Florists will find moderate and continuous advertising profitable, 
with occasionally larger advertisements. Fortunate is the florist who can 
create a run on some particular flower, if he have plenty of them. If 
possible, advertise one kind of flower at a time. Announce that some 
particular flower is now worn extensively by fashionable people, if it is. 
Watch the reports of weddings or receptions which constantly appear in 
the society papers of the larger cities ; note the flowers worn, obtain 
favorable notices about them in the local papers, and be sure that the 
article mentions that the florist is carrying a quantity of this fashionable 
flower. See to it that the local newspapers give ample notice of all 
elaborate floral designs, which show the taste and originality of the 
florist. Floral advertising should be thoroughly refined, and in strict 
keeping with the quality of the business. The florist must not forget 
that the poor as well as the rich are flower buyers. 

Flour and Grain stores should run a moderate sized card, say from 
two to six inches, in the local papers, throughout the year; and at least 
twice a year, for periods of a month or so, increase the advertising to 



SOME TRADES WHICH ADVERTISE. 49 

double or more the usual space. If possible, advertise a special brand of 
flour, under an original name, perhaps ; and see to it that this advertised 
brand of flour is as good, or better, than the advertisement claims. 
Special advertising of grain should begin early enough to precede the 
grain buying season, and continue for fully a month subsequent to the 
opening of the season ; returning of course to the usual sized advertise- 
ment. Flour stores, catering to retail family trade, have excellent 
opportunity to do quite extensive local advertising. It is suggested that 
the flour dealer issue a "Book About Bread," for free distribution, in 
which he can well advertise his brands of flour. It is curious how few 
folks now-a-days know how to make bread — ' most anyone can mix and 
bake cake. The flour man has opportunity to do good and make money. 
See Grocers. 

Fruit is an article of variableness, and there are but few retail stores 
devoted exclusively to the fruit trade that can afford to advertise more 
than very moderately. Fruit is usually sold at the other stores, and in 
connection with other perishable goods, forms a specialty to be adver- 
tised in its season. 

Furnaces. — See Stoves and Gas Fitters. 

Furnishing Goods, properly belonging to men, admit of a considera- 
ble amount of continuous advertising. The advertisement may occupy 
any reasonable space, say from three inches to a half a column, as the 
season and business will permit. The advertising, certainly, should be 
continuous, for men are buying this line of goods all the year around. 
The advertisement should each time be directed towards some special 
line, as of shirts, neck-ties, or stockings. A run on shirts is recom- 
mended for any season of the year, and on colored shirts with the opening 
of warm weather. A catchy advertisement can be made on the wearing 
of garters. Now-a-days all men wear garters, or should be made to, and 
the advertisement can be educational as well as specific in its business 
calling. The garter idea can apply to any line of furnishing goods, out- 
side of regular shirts, stockings, and underwear. Light-weight stockings 
are articles of interest to men during the warmer months, and thick under- 
wear is an opportune article for special advertising when fall is waning. 



50 SOME TRADES WHICH ADVERTISE. 

Lawn or other summer ties are catchy advertising subjects in the season; 
and a special sale of suspenders is constantly open to the grasping. A 
week should not pass without something new, or made to look like new, 
in the advertisements. Although furnishing goods, properly speaking, 
are for men's use exclusively, there is certainly no reason why women 
should be ignored. The woman is particularly interested in her hus- 
band's, brother's, and children's dressy welfare. It is she, often as much 
as the man, who controls the selection and purchase of these goods. It 
is often advisable to especially appeal to her, heading the advertisement 
something as follows : " Does Your Husband Wear A Shirt ? " " Is Your 
Boy Stockingless?" "Don't Mend The Old Undershirt Again!" 
"Handkerchiefs For That Boy of Yours," "Husband's Neckties," and 
other like expressions which will catch the woman's eye, gain her atten- 
tion, and make her buy, or suggest that her husband purchase, the articles 
advertised. See Clothing and Hats and Caps. 

Furniture advertising in volume ranks about third in the list of 
advertised articles. Under no circumstances, unless your advertisement 
be divided into sections, advertise more than one class of furniture at a 
time. Do not make the fatal mistake of producing an advertisement 
which is nothing more or less than a conglomeration of furniture ideas, 
so mixed, that the public cannot separate them, and has no desire to do 
so. Ninety-nine per cent, of all furniture is purchased either directly by 
the woman, or by the man under the influence of the woman. It is abso- 
lutely essential that all furniture advertisements be written almost exclu- 
sively to catch the feminine eye, and in the interest of woman, unless such 
furniture be exclusively for office use, and in that case the woman has a 
great deal more influence in its selection than the average furniture dealer 
realizes. The local furniture dealer cannot well afford to use less than 
six inches space continuously in the local papers, with even full pages, 
full columns anyway, just preceding and during season. The furniture 
store has great opportunity for window display. Such opportunity 
should be improved, and the local papers requested to make mention of it. 
The use of cuts in furniture advertising is generally to be recommended, 
except in cases where the furniture is too elaborate for illustrations to do it 
justice. An entire chamber set cannot be shown in illustration, unless 



SOME TRADES WHICH ADVERTISE. 51 

such illustration be elaborate and the press work and paper of the highest 
grade, but an outline drawing of a chiffonier, or chair, or sofa, or book- 
case, or any other simple article of furniture, assists in forming an idea 
of its value. Do not run the same advertisement more than once, and if 
it can possibly be avoided, better rewrite the same advertisement than 
carry it twice as it originally appeared. Change it typographically if 
you cannot change it otherwise. Change the headline if you cannot 
think of a change for the descriptive matter. Use considerable space, 
large type, strong catch lines, and all justifiable adjectives. Have much 
to say about the strength of the furniture, the smoothness of its finish, 
and of its other woody characteristics. Make an occasional run on 
chamber sets ; a special advertisement can easily be written for each par- 
ticular set. Boom chairs ; expatiate upon the strength of their legs. 
Parlor beds can support a deal of printer's ink ; so can chiffoniers and 
tables. Keep some particular kind of furniture, which is locally new 
and of superior durability, constantly before the public ; and stake your 
reputation upon its quality. The furniture dealer has opportunity for 
advising the public, which he can do in an advertising way. He has 
legitimate mark-down and clearance sales, to be improved to his own 
advantage and to the benefit of the public, but he must avoid exaggera- 
tion. Part of the value of furniture is in its wear, and the furniture 
dealer who advertises to sell much below cost, and sends out a grade of 
furniture which will not stand alone more than a year, is the man who 
will never do permanent business anywhere. Honesty in furniture 
advertising is a business essential. 

Furs are closely allied to the hat and cap trade, and admit of moderate 
and dignified advertising during the winter and the two or three months 
preceding it. At one time advertise furs of a quality beyond the reach 
of any save the wealthy, and put particular stress upon the expense and 
quality : then announce a stock of furs of medium quality and price ; and 
follow with advertisements of durable furs of cheaper quality and less 
price; but do not indicate that the two last are especially adapted to 
the poorer class of people. It is quite popular now-a-days, in most sec- 
tions, to purchase furs during the summer, or after season. If that be a 
local hobby, and if the merchant can build up a large trade by advertising 



52 SOME TRADES WHICH ADVERTISE. 

his last year's furs at reduced prices during the summer months, an 
advertisement of from four to six inches during and preceding season, and 
an advertisement of not less than three inches between seasons is about 
right for the average amount of advertising space in the local papers 
for the local fur dealer. 

Glass. — See Crockery. 

Gas, Steam, Hot Water, and Electrical Lighting, Fitters, in 
small places, will find moderate advertising about all that will be profita- 
ble. It should be generally limited to a small continuous card, say of 
from two to four inches, in the local papers, with at least monthly changes. 
Advertise promptness, and exceed it in practice. Announce that a specialty 
is made of responding to emergencies, as the bursting of pipes in the night 
time. If the fitter be located in a large city quite extensive advertising 
is profitable, and it should be continuous. Men in this line of trade have 
ample opportunity of educating the public into any particular line of 
heating and. lighting. They can issue pamphlets, booklets, folders, and 
the like, setting forth some known principle of household heating and 
lighting, with their advertisement appended, the article generally to be a 
copy of some popular scientific article, from the pen of some one beyond 
commercial bias. Quality of the work in these lines, where quality 
creates and prevents danger to the family, is a business essential. Adver- 
tising will never help a dishonest fitter, who botches his work and expects 
to continue to do local business. Increased advertising should be con- 
fined to a month or six weeks before season, and in season, and even dur- 
ing between-seasons, for the majority of people who are going to put in 
gas, electric lights, steam, or hot water fittings, decide to do so several 
months, frequently, before they give the order, and it is then that adver- 
tising brings business. Steam and hot water heating for residences is 
comparatively little understood. The fitter has good opportunity to 
explain the peculiar advantages of these economical and effective methods 
of home-warming. He can actually force people to become sufficiently 
interested to seriously consider new methods of household fires. See 
Stoves and Plumbers, 

Gloves, except in the larger cities, are sold in connection with other 



SOME TRADES WHICH ADVERTISE. 53 

lines of goods, and form an excellent subject for special advertising. 
Advertise gloves to fit big hands and little hands. There are winter 
gloves, and summer gloves, and cheap gloves, and other kinds of gloves ; 
some of season, and some without season; and each class deserves an 
entire special advertisement. The local dealer in gloves exclusively can 
easily afford a standing advertisement of from two to six inches all the 
year around, with increased space in the local papers during season and 
preceding season. 

Grain. — See Flour and Grocers. 

Grocers need never stop advertising. The multiplicity of the stock 
in trade presents something fresh for every week in the year. Advertise 
the new arrivals. Start a molasses run, or push the sale of canned goods, 
for a change; but do not pretend to sell less than cost. Advertise full 
weight, and verify it. If the average grocer gave the same slipshod 
attention to the buying and selling of flour and molasses, as he does to 
the preparing and placing of his advertising, over the chamber doors of 
every house in America would be nailed the grocery coat of arms. The 
local grocer must advertise in the local paper. At certain seasons of the 
year a column is not too much space, and the average grocer can afford to 
run an advertisement of from one quarter to one half a column in every 
issue of every respectable paper printed within his territory, unless he 
be located in some large city. One half a column can be used, to advan- 
tage, in announcing an invoice of prunes, or a new shipment of flour, or 
a fresh lot of canned goods, or a fine lot of spices. Flour admits of 
unlimited advertising. There are few things about which more can be 
said than about flour. Under no circumstances advertise the same article 
the same way more than a week, and if necessary to advertise it more con- 
tinuously, rewrite the advertisement or have the old one reset. The grocery 
window can be utilized, at little or no expense, for the business-bringing 
exhibit, or any lines of eatables. The conventional griddle cake cooking, 
if not worked too much, is interesting. An oil stove, with a kettle of hot 
water steaming upon the top of it, will attract everybod}^'s attention. 
Some attractive wording, made with corn, or beans, will be read. A 
pyramid can be built of tomato cans, or clothes pins, or anything else. A 



54 SOME TRADES WHICH ADVERTISE. 

working exhibit in the window or store, where a good looking girl or 
a neat looking colored man is making something to eat, gain the attention 
of everybody. Do not have the grocery store dark. A cockroach by 
twilight looks twice as large as a cockroach with a full flood of light 
upon him. You cannot expect folks to buy of the store where a couple 
of kerosene lamps are supposed to do the lighting. Do not often adver- 
tise goods for less than cost. People are suspicious. They are afraid 
that too cheap things will injure their stomachs. The grocers who make 
money are the grocers who sell fair goods at fair prices, and who seldom 
cut prices. See Flour. 

Hardware should be moderately and continuously advertised by a 
card, say from two to four inches, in the local papers. The principal 
articles in stock need occasional extra pushing, and give opportunity for 
slight increase in advertising space. After a burglary it is well to call 
attention to lines of locks ; and there are other things which are opportune 
for advertising at certain occasions, such as snow-shovels in winter, and 
wire screens in summer. A first class advertisement can be made on 
hammers or on wood saws, or upon augers, or anything else useful to the 
man of family. Once in a while especially appeal to woman. Ask her 
if her husband has a saw that will cut anything, inquire if that 
cheap hammer of hers ever keeps on to the handle. Suggest that every 
family have a tool-chest, and give the price of the best tool-chest you 
can sell for the smallest amount of money. See Stoves and Gas 
Fitters. 

Harnesses, with the repair shop, generally a part of a well-regulated 
harness store, require little extensive advertising, but that little can be 
made profitable to the dealer or maker, and needs to be continuous. 
Whenever possible, advertise some particular harness of undoubted 
quality. The average harness maker cannot afford to run an advertise- 
ment much longer than two inches in the local papers, unless his store be 
located in a large city, and is a general harness store, selling everything in 
the line of horse use. These large merchants will find it necessary to do 
a considerable amount of local advertising, running an advertisement in 
the local papers of from four to six inches at least half the year, and a 



SCALE TRADES WHICH ADVERTISE. 55 

smaller card during the balance. They should particularly adhere to the 
principle of only one thing at a time. 

Hat and Cap stores, no matter where located, unless they be suburban 
stores adjoining large cities, can be reckoned fourth or fifth in the line of 
advertising volume. While the demand for hats is of course somewhat 
limited to season, there is a sale of hats all the year around, for hats fall 
off and are lost, and hats become damaged, and the enterprising retailer 
who keeps his name constantly before the public, during dull season, as 
well as during season, is the one who works up a very large amount of 
extra trade. The space used should seldom be less than four or five 
inches and as much as half a column or more will be found advantageous, 
just preceding the change of seasons. Under no circumstances advertise 
more than one style of hat at a time. If you have a one dollar hat. adver- 
tise it on Monday, a two dollar and a half hat on Tuesday, and a three 
dollar hat on Wednesday, and so on. Return to the original one dollar 
hat within two or three days, if it is necessary to do it. and it frequently 
is : but do not print the same style of advertisement twice in succession. 
Change the wording and typographical display of your advertisement 
every time. Cuts can be used to great advantage. They should be. gen- 
erally, outline illustrations, which will print well in any publication. 
Have the matter very brief : make the advertisement so that a man can 
read the whole advertisement at a single glance. Do not forget that 
woman knows about the style of a man's hat as well as he does, and better. 
and that you are obliged to please her as well as him. ODce in a while 
especially adapt the advertisement to appeal to the woman's eye. Head 
it "Does Your Husband Wear A Hat?"' "Do You Like Your Hus- 
band's Hat?" "Your Husband's Hat Is Growing Old," and other like 
expressions. A run on some inexpensive, and if possible original, style 
of hat or cap. is recommended. The opening of the straw hat season 
should be preceded by increased advertising space. Start with straw hats 
in general, to be followed with some style of straw hat in particular : then 
announce a stock of tennis or yachting caps, or some popular, or that can 
be made popular, kind of light cloth hat. Preceding the cold weather. 
begin to advertise winter hats ; have much to say about some particular 
style of winter hat. Fur hats make a good specialty for advertising dur- 



56 SOME TRADES WHICH ADVERTISE. 

ing a cold snap ; and beaver and other styles of medium weight hats are 
worth pushing between seasons. Keep up with the styles, and always 
advertise stylish hats, with or without stylish prices. See Furnishing 
Goods. 

Hay and Straw merchants will find it profitable to advertise fresh 
receipts, and large shipments of hay. They should especially speak of the 
quality of hay, and in many cases it is advisable to tell when the hay was 
cut, and where it came from. Hay and straw should be advertised moder- 
ately and continuously, say in space of from two to four inches, with slight 
increase preceding the opening of the selling season; of course continu- 
ing through a portion of the season. Advertise prompt delivery, and be 
as prompt as is proclaimed by the advertisement. 

Hotels may be divided into three distinct classes : the local town hotel, 
the city hotel, and the summer resort hotel. The local town hotel will 
always find it profitable to run a small card in the local papers continu- 
ously, and to attract trade by advertising in the papers situated in towns 
in which reside many of their transient guests. Arrange with the local 
papers to print the list of arrivals, which nearly all of the papers will do 
gratuitously, if the hotel be running a regular advertisement. See to it 
that all banquets and receptions held at the hotel are properly mentioned. 
A complimentary notice of this sort is worth a good dinner to all the 
newspaper men available. City hotels, located in the larger cities, have 
national reputation, and must be advertised both locally and nationally. 
It generally pays to print a two or three inch card in the leading local 
dailies, and frequently in the local dailies of cities within five hundred 
miles. A certain amount of national advertising in the leading maga- 
zines, and publications of national circulation, will be found extremely 
profitable. It is always advisable to have the lists of guests printed in 
the local papers. The enterprising proprietor of a first class city hotel 
will watch his list of guests very carefully, and if some prominent man or 
woman is stopping with him, either transiently or permanently, he can 
notify the Associated Press, and the reporters of tne newspapers, so that the 
fact that Hon. John Smith is stopping at the Jones Hotel will receive 
general publicity throughout the entire country. This advertising costs 



SOME TRADES WHICH ADVERTISE. 57 

nothing, and is very effective. The summer hotel is either occupied by 
people coming from the cities near by, or by people from all over the coun- 
try. It is a mistaken idea to boom summer hotel advertising so near to 
the opening of the hotel. The majority of people who propose to spend 
the summer away from home, plan their summer trip two or three months 
before they really take it, particularly if going to spend the entire summer 
away from home. It is often advisable to begin summer hotel advertising in 
the dead of winter, for summer literature then is particularly refreshing, 
and people will read circulars and announcements of summer hotels, when 
they are not so likely to read them as intently later on, when they are 
flooded with this class of literature. The so called society paper has 
been and always will be called the organ of the hotel and touring adver- 
tiser. It pays to advertise first class hotels and summer resorts in these 
papers, even if the claimed circulation is double its real. The daily paper, 
however, presents a medium which cannot be excelled. The daily paper 
is read by the family, and a simple advertisement in that paper will bring 
more inquiries than a larger advertisement in any other medium. Under- 
stand, the first class hotel will advertise both in society papers and in 
dailies. The argument that the summer hotel is patronized exclusively 
by society people, and consequently the advertisement must be written to 
appeal to society people only, is the weakest kind of business nonsense. 
The average summer hotel boarder simply has a flavoring of tone. If one 
watches the mail which comes to the summer hotel he will find that 
ninety out of every one hundred papers are the popular daily papers of the 
towns and cities the boarders li^e in. The hotel should have a book or 
circular descriptive of itself, its surroundings and attractions. The 
descriptive matter should be plain and clear. It should give all the 
information any one would ask for, and in such a way that people will 
understand it. This so called literary rot, which paints everything in 
glowing colors and quotes poetry appropriate or inappropriate to the sub- 
ject, is not what the hotel seeker is looking for. What he wants to know 
is where the hotel is located, how far from the station, how long it takes 
to get there, what kind of rooms there are, the quality of the table, the 
prices, the views from the hotel, the drives, the surrounding scenery, the 
healthfulness, the elevation, and he desires these presented to him in 
the briefest possible way, with the finest illustrations, if the hotel can 



58 SOME TRADES WHICH ADVERTISE. 

afford to send out a book of this class. Remember one thing, advertise 
what you have, not the people who own it. The name of the hotel has 
value, the proprietor of the hotel should receive recognition, but the 
people care a great deal more about what they are going to get there than 
they do whether the hotel is called the Jones House or Smith House, or 
whether Mrs. Black runs it or Mrs. John Smith. Advertise in your 
headings attractions rather than the name of your hotel. An advertise- 
ment headed Jones House may attract attention, but an advertisement 
headed "100 Trout a Day," or "Fifty Miles of Forest," or "3,000 Feet 
Above the Sea," "On a Mountain Top," "By the Sea," "In the Woods," 
"Always Cool," or any other catchy descriptive line, will bring more 
people to the hotel than any other style of advertising. See Trans- 
portation Companies. 

Hot Water Heaters. — See Gas Fitters and Stoves. 

Insurance companies have both sides of the open field of humanity at 
their disposal. Local insurance companies and local agents must be con- 
tinuous and heavy local advertisers. They should cover the city and 
surrounding territory thoroughly. Every man of property, and every one 
.in majority must carry policies of fire, or life, or both. The local papers 
should never be permitted to go to press without the local company's 
advertisement upon the first page. The space occupied should never be 
less than six inches, and can run to any size. The names of the official 
heads, with the directors, should occasionally be included in the adver- 
tisement; but the usual standing advertisement of this sort is not very 
effective. Better announce leading facts, like, "Not A Claim Disputed 
In 15 Years," "1100,000 Paid For Losses Within A Year," "Without 
A Lawsuit," "Prompt Payments Always," "Solid As A Rock," "$500,- 
000 Capital," "Positive Investment," "Protect The Home," and other 
catchy headings. As soon as losses are settled, see to it that the local 
papers speak about it ; and remember that in life insurance, large risks 
taken are interesting items of local news. Local agents will find it 
advisable to advertise to more than moderate extent in the local papers, 
and should advertise continuously. The business furnishes opportunity 
for many local notices, which should be improved. Letters from parties 



SOME TRADES WHICH ADVERTISE. 59 

stating that all business transactions have been satisfactory, and all claims 
paid with commendable promptness, furnish good material for advertising. 
Large companies must do all that can profitably be done by local com- 
panies, and more. The leading national mediums are necessary, and tons 
of printed matter essential. The printed matter must be pointed and brief. 
Do not serve to the public more than it can assimilate. The lengthy argu- 
ment, convincing as it may be to the advertiser, will not be read by the 
reader. Long winded stories and dry statistics are not worth the paper 
they take. In these days of insurance competition, the successful com- 
pany always sends out one argument at a time. The principle of driving 
one nail at a blow, if the nail be a clincher, is positively necessary in 
this business. Too many nails split the argument. The insurance com- 
pany has good opportunity to do philanthropic work, and make money. 
It can teach the people. The successful teacher holds the grip on the 
scholars. Do not over advertise by making absurd statements. The 
truth about insurance is enough. When fires are prevalent opportunity 
for extensive advertising is apparent. 

Jewelry and Clocks are, to a very large extent, all-the-year-round 
goods, and therefore require continuous advertising, to some degree of 
extensiveness, unless the jeweler be located in a district of a large city 
where he cannot find any medium distinctly covering his territory. The 
average jeweler should carry an advertisement in the local papers of from 
three to four inches continuously, and a half a column or more during 
and preceding holidays, and other selling seasons. The bulk of every- 
thing sold by jewelers is purchased by women. It is, therefore, essential 
that ninety per cent, of the advertisements be especially directed in the 
direction of feminine taste. The advertising of watches and other articles 
for men need not always be written to especially appeal to man, for the 
woman, even more than the man, controls the purchase of such articles. 
It is her taste and experience which influence her husband, and the other 
male members of her family. The jeweler should invariably advertise one 
article at a time, and should attempt, if possible, to make a specialty of 
some particular article, and in making such a specialty, to push it to 
every advantage. A dozen new and effective advertisements can be made 
upon the qualities and prices of clocks. Advertise a clock for the office, 



60 SOME TRADES WHICH ADVERTISE. 

another for the dining room, for the parlor mantel, for the bedroom, for 
the hall. Make leaders of servants' clocks and kitchen clocks. Tell 
people that that servant girl of theirs will not be so likely to be late if 
she has a telling-time clock. Advertise alarm clocks, cheap clocks, 
expensive clocks. Do not let the descriptive matter about clocks or other 
articles in the store be lengthy. Do not use technicalities. Simply tell 
people what you have, and what it will do. They care nothing about the 
inside workings of a clock and watch, if the outside workings are 
satisfactory. The jeweler has sparkling opportunity for sparkling adver- 
tising. Advertise rings for lovers, rings for old women, rings for men 
— one ring at a time. Tell about your repair shop, and the promptness and 
the nicety of your work. Make silverware prominent. It is often 
advisable to have a run on thimbles, and other low priced articles. It is 
frequently beneficial to sell them at cost in order to bring people to the 
store. Lay aside fifty thimbles of a certain kind, or fifty clocks, and use 
them as a leader, or as a bait, for the sale of other goods. Do not let the 
holidays run ahead of the holida}^ advertising. Better advertise before the 
holidays than during the holidays. Better still advertise extensively 
slightly preceding holidays than during holidays. The shrewd jeweler 
will advertise in season as well as preceding season, and will make every 
effort to build trade during dull season. Announce that you have the 
true time constantly on hand, and that watches will be regulated free. 
Circulars are of no particular value, even if they are gotten up in the 
highest style of the art, to the average jeweler, but announcements once 
in a while are generally beneficial. 

Kitchen Goods are always salable, and some of them have the dis- 
tinction of possessing special seasons. Begin to advertise gas and oil 
stoves a month or so before the hot season, and continue until within a 
month of its close. Announce in big letters that a Johnny Cake, or 
something else in the cookery line, baked on one of the so-and-so oil or 
gas stove, will be presented to every lad} r who may call for it. Cook 
the articles in plain sight of the public, and for two or three weeks bill 
the town, and fill the papers with the announcement. In the cold 
weather, especially before it is fairly settled, push the staple articles of 
the trade. Do not stop the advertising entirely in any part of the year. 



SOME TRADES WHICH ADVERTISE. 61 

Under no circumstances withdraw the advertising during any season of 
the year. Goods in this line sell all the year round, and the man who 
does the business is the man who pushes for business during the so called 
dull season. The advertisement need not necessarily be large. From 
two to six inches of an average, throughout the year, are generally 
sufficient. See Hardware. 

Lamps. — See Crockery. 

Laundries should keep a moderate-sized card running throughout the 
year. If cheap prices are an object, advertise cheap prices, specifying 
the price on each leading article. Announce prices alternately with 
quality of the work. Be particular to advertise promptness. State that 
you will call for the laundry and deliver it. Guarantee satisfaction. 

Lawyers cannot in good taste use more than a modest card in the 
local papers. Lawyers, like all other professional men, have intimate 
relations with the local Press, and can easily exert their influence to 
obtain unobjectionable notice of successful suits. In small towns, lawyers 
consider a small continuous card in the local papers a business necessity. 
Large law offices, making a specialty of collections and other legal busi- 
ness, will find quite extensive local advertising beneficial.* Change the 
advertisement as often as possible — every time if convenient. 

Life Insurance. — See Insurance. 

Lumber Dealers will find it a good plan to advertise special lines of 
lumber, and to be particular in speaking of the quality of the building- 
material they furnish. There is so much green lumber now in the market 
that the man who can establish his reputation as always selling kiln dried 
lumber is sure, sooner or later, to do the business of the town. 

Lumbermen will find moderate continuous advertising beneficial, and 
it is generally advisable to increase it to a limited extent during and pre- 
ceding the building months. 

Marble and Stone master workers are about on a par, so far as adver- 
tising is concerned, with the lumber men ; and will find it advantageous 



62 SOME TRADES WHICH ADVERTISE. 

to carry a small card in the local papers throughout the year. Obtain 
local newspaper mention of all artistic designs or specimens of marble or 
stone cutting, as of monuments, fronts of buildings, and special work or 
carving in marble or stone. Change the advertisement as often as 
possible. 

Masons should do advertising to about the extent done by builders 
and lumbermen ; very moderately, and always continuously. Obtain local 
newspaper mention of unusually large or difficult to perform contracts, 
and of their successful completion. A card of from two to four inches in 
the local papers is about sufficient. 

Markets for meat and provisions need an advertisement of from three 
to six inches, continuously in the local papers. Advertise goods in their 
season. Have a good deal to say about fresh meat, tender steak, juicy 
chops, cucumbers just from the vines, new potatoes, ripe tomatoes, berries 
picked to-day; but do not misrepresent. Detection is sure, for the 
customer has the senses of sight and taste arrayed against the dealer. 
Announce prices frequently ; fair prices for first-class quality. Markets 
should always have some specialty for advertising. People can be made 
to eat almost anything that is good if the market man sees to it that they 
know about it. It is easy to create a run on some lines of eatables, and to 
establish a large trade in this direction. 

Men's Outfitters. — See Furnishing Goods and Hats and Caps. 

Milkmen in general need not advertise more than a small card in the 
local papers ; but the dairy-man, with a fancy farm, will often find that 
somewhat extensive advertising of pure farm milk, and other products of 
the farm, will build up a large and permanent patronage. With the 
present watery condition of milk, at any rate its supposed watery condi- 
tion, it will take considerable advertising to get new customers, but 
advertising will do it, if the milk be satisfactory. 

Milliners should carry the style of the hats and bonnets into the 
advertisement, which should be tasty always, and vary as often as do the 
styles, and number of styles. Let the card be of fair size, say of from 



SOME TRADES WHICH ADVERTISE. 63 

two to six inches, throughout the entire year ; and at least twice as much 
<space should be used just preceding and following the seasons. Originate 
some stylish style of bonnet or hat, give it an appropriate and well- 
sounding name, and force its recognition from every lady in town and 
about. Cater to the tastes of the community in advertising, as well as in 
the management of the goods, and let the advertisement be as fresh as the 
freshest new bonnet. The openings should be well advertised, and 
written up artistically and correctly. If the local newspaper man has not 
the peculiar ability to describe the indescribable, find some lady of taste, 
imagination, and knowledge of millinery, to furnish the substance of the 
article ; perhaps the milliner can do it, but the chances are that an out- 
sider can produce a freshness generally difficult for one to produce who 
has lived and worked among the things to be written about. Milliners 
cater wholly to women, and their advertisements must be exclusively 
directed in that direction. The same taste which enables the milliner to 
originate styles should be carried into the advertising. Modesty is an 
essential. Always have some specialty, a seasonable one, of course, and 
advertise it extensively preceding and during season. See Dry Goods, 
Trimmings, and Fancy Goods. 

Music, including musical instruments, absolutely requires plenty of 
printer's ink to proclaim its sounds and tones. The local dealer in 
musical things must be one of the large advertisers. The advertisement 
should never be withdrawn, and it should be changed nearly every week. 
Print testimonials, one or two at a time. When sales are made to local 
celebrities, see to it that the local press mentions such sales. Carry in 
stock a large number of some extremely popular air, put the price on it 
down, and keep the local papers full of it. If some amateur musician or 
singer of note renders it, be sure the name of the piece is given in the 
report of the performance. Always have some new and catchy selection 
before the public, and, through advertising it, force the people not only to 
purchase the piece in question, but to look over the stock on hand; in 
other words, have constantly a drawing card before the public, and be 
sure that it has sufficient worth to substantiate the advertising claims. 
It is frequently advisable to print in the local paper the first stanza of 
some popular song; to arrange it so that the local musicians sing it fre- 



64 SOME TRADES WHICH ADVERTISE. 

quently. The music dealer has opportunity of making his music popular, 
and the moment he makes it popular he will do business. It is generally 
beneficial to print in the local papers sundry squibs telling about the 
author of some popular song, giving little points about his history, and 
how he came to write the song. All this is news of interest, and fur- 
nishes the best of advertising. Pianos and organs require much local 
pushing. Do not advertise more than one instrumental quality point at a 
time. Speak of the wear, the long time between tunings, the delicacy of 
tone, the outside finish. Testimonials are essential, if they are good ones, 
but don't print too many at a time. See to it that your instruments receive 
local newspaper mention. 

Oil Stoves. — See Kitchen Goods and Stoves. 

Organs. — See Music. 

Paint dealers, so far as advertising is concerned, are about on a par 
with painters ; but should do in addition a more or less amount of special 
advertising of ready-mixed paints, in their season ; and if the town is of 
considerable size, it may be beneficial to extensively advertise this com- 
modity. The paint dealer should always have some particular paint 
before the public. It may be a household paint, an outdoor paint, a 
varnish paint, or a quick drying paint, or a dressing for the floor. Make 
a specialty of these lines, advertise one at a time, and gain the patronage 
of those people particularly anxious to obtain this particular paint. 

Painters should advertise about as moderately as do builders and 
lumbermen ; and they may find it advisable to do a little special adver- 
tising slightly preceding the house-painting season. 

Paper Hangings require a moderate amount of continuous advertising, 
say from three to six inches in the local papers. At one time advertise 
cheap and pretty designs for the chamber; then announce a line of hall 
papers, cheap and expensive; follow with a moderate sized blast on a 
stock of unique and artistic designs for the dining-room; devote con- 
siderable space to inform the people that really expensive-looking parlor 
papers can be sold at extremely low prices, consistent with profit. Adver- 



SOME TRADES WHICH ADVERTISE. 65 

tise blue papers, red papers, sunset-glow papers, green papers without 
arsenic, smoothly-finished papers, rough papers, dados, borders, centre- 
pieces, imitation frescoes, Lincrusta Walton designs. Avoid advertising 
more than one class of paper at a time. 

Photographers will find it advantageous to run their advertisements 
in the local papers continuously. The advertisement should occupy never 
less than two inches of space, and from that up to a half a column, and 
from four to six inches on an average throughout the year. The pho- 
tographers who cater exclusively to the fashionable trade should hesitate 
before extensively announcing cut prices, but a good many photographers 
can, with advantage, use flaming advertisements announcing specialties 
at special prices. Advertise children's pictures taken in the twinkling 
of an eye. The photographer who has the reputation of taking the 
finest children's pictures in town, can, by using them as leaders, 
draw to his studio the trade of all ages. See to it that the newspapers 
mention the taking of photographs of celebrities, and prominent per- 
sonages, provided no objection to the publicity be made by the sitters.. 
The taking of groups, of families, or of societies furnish allowable local 
news, the name of the photographic artist to be given in the notice. 
The photographer should be on the best of terms with the women. He 
should be ever courteous. His establishment should be furnished in a 
simple and comfortable style. He should make a specialty of some line 
of work, and advertise that more extensively than his general business. 
Let him be authority on photography in general, or on any special line of 
photography. He must be an artist, and an authority, to receive recogni- 
tion of permanent value. 

Pianos. — See Music. 

Plumbers should run a card in the local papers throughout the year, 
the advertisement to occupy from two to four inches of space. Announce 
promptness in repairing, and be as prompt as the announcement. 
Plumbers are generally the subject of newspaper jokes. It is said they 
are exorbitant in their prices. However true this may be, the plumber 
should counteract it by especially advertising reasonable prices, and guar- 
anteed quality of work. See Gas Fitters and Stoves. 



66 SOME TRADES WHICH ADVERTISE. 

Railroads. — See Transportation Companies. 

Real Estate men, like auctioneers, will find continuous advertising 
essential, with marked increase during certain seasons of the year, and 
when they have special sales of houses and land of marketable value or 
for investment. Advertise for houses and land to sell, and houses to be 
let; and when property is placed in the agent's hands for disposal, 
advertise it as extensively as is consistent, using for the special adver- 
tisement not less than six inches of space, and often as much as a column. 
In describing the premises follow the directions given for auctioneers ; in 
fact, as far as advertising is concerned, real estate agents and auctioneers 
are closely allied. Influence the local papers to print full description of 
the property. Make it a point to collect local real estate transfers and 
other similar news for the local papers ; charge them nothing for it — 
the editors will gladly repay the kindness in local mention, which 
amounts to very good advertising. Originate attractive headings, let 
the descriptive matter be brief, and yet cover the ground. Tell the 
truth, and nothing but the truth. Especially adapt every advertisement 
to the want of the possible customers for the class advertised. Do not use 
too extravagant statements. If you have a house to sell which is particu- 
larly interesting to young married couples, make the spirit of the adver- 
tising reach such people. Another house is for a man of family; appeal 
to that man in the heading, or in the descriptive matter, better in both. 
Do not forget that it is as necessary to give the quality of the surround- 
ings of the property to be advertised, as well as the quality of the property 
advertised. The real estate man can easily afford a local advertisement 
of from three to six inches continuously, with occasional half and whole 
-columns. See Auctioneers. 

Restaurants require continuous advertising in the local newspapers, 
say from two to eight inches of space. The purity of the viands is the 
one great thing to be advertised. Speak of the home-made bread, the 
pies, the cake. Announce pure milk, good coffee, creamery butter. 
Advertise the tender steaks and chops, and the juicy roasts. Have some 
especially good dishes, like English chops, plum pudding, Welsh rare- 
bit, short-cake, apple pie, and use them as leaders in advertising. The 



SOME TRADES WHICH ADVERTISE. 67 

printing of an advance bill of fare, or a part of it, in the newspapers is 
often productive of good results. 

Safes have no special advertising season, except perhaps that more 
safes are sold during the month of January than in any other month. 
Read the large city papers, and whenever a burglary or fire has occurred, 
a large proportion of the loss resulting from the lack of a safe or vault, 
announce the loss and its cause in the advertisement, and in big type 
proclaim the advantages of having a safe or vault upon the premises. Do 
not miss the opportunity, always offered to advertising, whenever a safe 
has passed through a fiery ordeal unharmed. Local advertisements of 
safes should occupy from two to six inches of space, and an advertise- 
ment of some size should run throughout the year. Safes being sold 
exclusively to business or professional men, should be advertised with 
dignity, and with the utmost brevity. It is essential that a safe be 
secure and fire-proof, that the price be that which will meet public 
approval. These points must be brought out at a general sacrifice of 
all other points. 

Schools axd Teachers should advertise to the extent of from two 
inches to half a column, for the former; and from one to two inches for 
the latter ; during the whole, or at least, the last month, of vacation, and 
it is generally advisable to continue the advertisement for a month or two 
longer, to begin again before the winter term opens. Music teachers, 
and others, who devote their energies to some special department of edu- 
cation, will generally find it beneficial to run a continuous advertisement, 
of from one to three or four inches in the local papers. Opportunity is 
constantly occurring for much newspaper mention of commencements, 
examinations, exhibitions, musical soirees, which are pleasing to the 
pupils, and furnish unobjectionable advertising, which, if carefully 
directed, must recur to the benefit of the school or teacher. 

Sewing Machines cannot be sold to any great extent by local agents 
without extensive local advertising. The advertisement must be as sharp 
as the competition; it must parade the advantages peculiar to the machine 
into the by-ways and hedges, in town and surrounding districts. Chal- 
lenge competition. Have competitive trials with rival machines, that is, 



68 SOME TRADES WHICH ADVERTISE. 

if there be a fair show of success ; and if success results fairly paint the 
town with printer's ink. In advertising sewing machines, modesty is not 
a virtue. Do not be afraid of big adjectives, and plenty of them. But 
do not lie about the qualities of the machine, for a lie in this direction is 
sure to come back to roost in the store which hatched it. Advertise 
machines for rent, and to be sold on instalments. Force the machine, if 
it have sufficient intrinsic value, upon the public ; show specimens of its 
work ; but do not pretend that it will do what it Avill not do. Dispel the 
popular libel upon the trade that sewing machine agents are the personi- 
fication of cheek and misrepresentation, by being scrupulously honest. 
Remember that big words and booming statements to be effective need 
not be given to exaggeration. 

Shoes. — See Boots and Shoes. 

Sporting- Goods. — Guns, bicycles, fishing tackle, base balls, bats, 
tennis and yachting outfits, dumb bells, boxing gloves, and anything used 
for recreation, pleasure, or sport, can be classed under the general term of 
sporting goods. Nine-tenths of the buyers of sporting goods consider such 
goods luxuries; consequently it is necessary to limit the advertising 
appeals almost exclusively to a class of men and women interested in 
sporting events, or to those who can be made to be interested, with a cer- 
tain amount, of course, of general advertising which is liable always to 
bring in returns. Sporting goods, or rather people who use sporting goods, 
are continually furnishing material for local newspaper mention. Shooting 
contests are of public interest, and the simple mention of the gun or pistol 
used, in the account of the match, does not have the appearance of advertis- 
ing, and yet impresses the public with the value of the arms used. Do 
not state that the gun is the best made in so many words ; simply print 
the remarkable scores made with it. Speak about the scores made by 
crank sportsmen with the gun which you have to sell, and state that every 
member of soma prominent rifle team uses the gun exclusively. Furnish 
readable, interesting and newsy rifle news to the local papers; charge 
them nothing for it. Put yourself out to get it, and the local paper will 
not find fault if you occasionally run in a mention of the arms used. 
Do not say directly that the base balls sold by the agent will out-wear 



SOME TRADES WHICH ADVERTISE. 69 

any other base balls made. Simply let the public incidentally under- 
stand that such and such a local club will not use any other make of balls. 
Fishing tackle is worthy of special advertising, preceding and during 
the season. Vary the substance of the advertisement to fit the demands 
of all classes and ages of fishermen. Yachting and tennis suits, of course 
are worn during their respective seasons, and should be advertised preced- 
ing the season, by a month at least, and the advertisement should continue 
to the close of the season. If the suits are known by any particular 
name, it is very easy to secure such mention as, "Maj. Smith looks well 
in his yachting suit, or tennis suit." The name of the manufac- 
turer of the racket used by the winning tennis player can be legitimately 
mentioned in an account of the contest. Dumb bells, and other gym- 
nastic apparatus, are generally used during that season of the year when 
out-door exercise is uncomfortable on account of the weather. Every 
physician believes in exercise ; the gospel of out-door and in-door exer- 
cise is being preached fervently by medical men. Impress upon the 
people the advantages and the necessities of exercise, and incidentally 
remark that such and such apparatus has been, and can be used, to the 
great increase of physical strength and good health to all. Just as soon 
as it is uncomfortable to exercise out-doors, keep the local Press full of 
information leading to in-door exercise. The sporting dealer can in 
this combine philanthropy with money-getting. The advertisement of 
all sporting goods should begin in the local papers one or two months 
preceding the active selling season, and should continue close up to the 
close of the last month in which the articles can be used. The advertise- 
ment should never occupy a less space than two inches, and frequently 
the use of a half column, or a column, will pay the advertiser. See 
Bicycles. 

Stables require a reasonable amount of local advertising say, from 
two to four inches in the newspapers throughout the year. Make up 
special advertisements, as "Good Trotters To Let," "Saddle Horses," 
"Family Teams," "Horses Children Can Drive," and the like. During 
the summer season advertise phaetons for ladies; during the winter, 
sleighs for everybody. Occasionally announce that horses really enjoy 
boarding at the stable. 



70 SOME TRADES WHICH ADVERTISE. 

Stationers and Booksellers need continuous advertising of fair 
size, in the local papers. Keep the most fashionable letter paper in 
stock, and before the public. Advertise diaries of all sizes, shapes, and 
prices, during December. Interest book-keepers in the quality of the 
ledgers and other account books. Announce engraved cards and invita- 
tions as specialties, and have a big frame of samples in the store or win- 
dow. Create a run on albums. Especially advertise school books just 
before the opening of school. Always keep a stock of the popular novels 
and other books, and boom the particular book which is known to be 
receiving national comment. It is well to especially advertise cheap 
editions of recognized works ; in fact, it will often be found beneficial to 
use this class of pamphlets for a leader in attracting more profitable trade. 
If the publisher of a book in great demand has not presented the local 
editor with a copy, give him one for review, the name of the local dealer 
to be mentioned; and furnish the editor with occasional notes and com- 
ments about the book, which will aid in stimulating and holding the 
demand. The stationer's and bookseller's advertisement should be con- 
tinuous, never less than three or four inches, and often as large as from 
a half to a whole column, especially preceding Christmas. The book- 
seller is supposed to be an educated man. He must be more or less 
authority on literature. He can easily obtain from the local papers men- 
tion of any books which he carries, and short descriptive articles of authors 
and artists. All this class of local matter is news, and will be gladly 
printed, if properly written. Under no circumstances advertise more than 
one thing, or one book, at a time. The general book advertisement is well 
nigh valueless, when an advertisement of some particular book, if that 
book be popular, or is such that can be made to be popular, will attract 
and hold the attention of readers, and sell the book. 

Steamers — see Transportation Companies. 

Steam Fitters — see Gas Fitters and Plumbers. 

Stone Workers. — See Marble. 

Stoves and Furnaces naturally should have double the amount of 
advertising, preceding, and during the cold season; but the dealer should 



SOME TRADES WHICH ADVERTISE. 71 

guard against falling into the popular error of stopping the advertisement 
during any portion of the year. Many stove dealers find it particularly 
beneficial to advertise extensively during the warmer months, believing 
that the majority of people purchase in their minds, if not otherwise, 
their stoves, furnace, or other heating apparatus, long preceding the time 
of actual buying. Have much to say about the heating qualities of the 
stoves and furnaces, the fuel required, the small amount of work required 
in their care. Re-print in pamphlet or circular form, some lecture or 
article on ventilation and heating, and with it the advertisement of some 
stove, furnace, or other heating apparatus, which conforms to the sanitary 
principles of the lecturer or author. Open-grate stoves are worthy of 
special pushing; furnaces require considerable advertising; and parlor 
stoves need their peculiar qualities and external appearance bulletined in 
the local papers. Original and attractive advertising can be suggested 
by the cooking qualities and conveniences of the kitchen stove, with 
special stress upon the economy of fuel, the capacity and the conveniences 
of hot water tanks, warming ovens, bracket shelves, and other commodi- 
ties with which first-class cooking stoves and ranges are now fitted. Hot 
water and steam heating, at the present time, being so extremely popular 
and comparatively little understood, except by those who use them, that 
it is necessary for the retailer to especially explain the advantages of 
these methods of heating. He should be particular to tell the people 
about the economy of such methods, their extreme ease of running, and to 
bring out the special advantages, as well as counteract any prejudices 
which old fashioned people may have against the newer methods of warm- 
ing. The size of the advertisement should never be less than from two 
to three inches all the year round, frequently to be increased to as much 
as half a column or a whole column preceding and during season, and 
even between seasons. See Gas Fitters. 

Tailors will find beneficial continuous and moderate sized advertising 
in the local papers. The card should vary in size from two inches in the 
time of between seasons, up to a half column preceding and during the 
busy months of the year. Do not stop the advertisement at any time, for 
a surprisingly large number of people invariably put off getting measured 
for clothes until late in the season, and the progressive advertising tailor 



72 SOME TRADES WHICH ADVERTISE. 

is certain to gain much of the tardy custom. It is sometimes advisable 
to announce cut prices between seasons, but let the cut be confined to the 
price, not to the quality of material or workmanship. In some places 
tailors of conservative and high reputation will hesitate about lowering 
the price at any time, and will confine their advertising to the modest, 
unobtrusive card of from two to four or five inches in the local papers, 
supplemented with handsomely printed or engraved announcements. A 
popular line of durable fabric, of assorted colors, can be used as a leader; 
and uniforms for local military companies, bands, firemen, secret, or other 
occasional parading organizations, form opportunity for extra advertising. 
A run on well fitting, well made trousers will bring considerable new 
trade, which may become permanent. Tailors' advertising must be 
adapted to fit the town, the character of the trade catered to, and the 
seasons. See Clothing. 

Teachers. — See Schools. 

Tea and Coffee stores require much local advertising; never less 
than a running continuous card of from three to six' inches, and often from 
half to an entire column can be advantageously used. Have some special 
grade of tea or coffee for a leader. State its quality and its price, both 
of which must vary to suit the condition of the customers. No matter 
what the quality, have it unadulterated, and precisely as represented. 
Announce hot tea or coffee for fairs, parties, or assemblies. Grind the 
coffee on the premises, in the window if convenient. Cocoa and choco- 
late are a part of the trade, and furnish opportunity for advertising. By 
quality, price, and the advertising of them, establish a local reputation, 
and maintain it by keeping up the standard of the goods, and the fresh- 
ness of your advertising. 

Tinsmiths should run a continuous card in the local papers, say from 
two to four inches. Advertise some special line of ware which is a 
necessity in every household. Always announce repairing done with 
promptness. 

Transportation companies, such as expresses, railroad excursions, or 
passenger steamboats, stage lines, and the like, which depend upon local 



SOME TRADES WHICH ADVERTISE. 73 

patronage, find it absolutely necessary to do more or less local advertis- 
ing. Present the local papers with passes, — not free passes, for there is 
no such thing as a free pass. The editor who obtains a so-called free 
pass pays for it generally to the equivalent of six times its face value. 
It would be better for the editor if there were no alleged free passes. 
Issue to him the pass, and he will reciprocate in valuable notices. If 
running excursions influence the editor to print descriptions, or mention, 
of the ride or sail, the objects of interest, the cool breezes, the rest and 
quiet, the substantial table. Little squibs about the scenery and other 
attractions furnish unobjectionable semi-local news, and do much to 
attract excursionists. Always announce the time tables, and the price of 
tickets. Interest churches and societies, and make special terms for 
them. Advertise to be on time, and always be on time. Arrange special 
excursions, and advertise them as far in advance as it is possible to. No 
matter how cheap the tickets may be, give the people all that is 
announced, with some happy surprise. Satisfied excursionists are con- 
stant advertisements. The local excursions in the summer, intended to 
give pleasure and health to participants, admit of a very large amount of 
red fire advertising. Describe the attractions particularly. Do not over 
describe them. Convince people that they really need to take an excur- 
sion, that recreation is as essential as business, for without recreation busi- 
ness cannot be done. Attempt to work up, through the local Press, the 
idea of half holidays, and whole holidays. The more holidays there are, 
the more business you will do. Be a friend of the clerk and employee ; 
they are the ones you are after. You can better afford to gain the enmity 
of the proprietors than you can to lose the good- will of that great army of 
employees who make your business possible. Local passenger lines 
should advertise their time-tables, and do some additional advertising, if 
only to keep on good terms with the Press. No line of business can less 
afford not to have the hearty support of newspaper men than regular pas- 
senger lines. Besides advertising the local time-tables, railroads must 
make it a point to describe the scenery through which their tracks run. 
If the railroad is fortunate enough to have a short line, there is oppor- 
tunity for special advertising. If the railroad have a train better 
equipped than any other road, announce it to the full extent. Tell 
people about the quality of the cars, the speed of the train, the mag- 



74 SOME TRADES WHICH ADVERTISE. 

nificent dinner served, the courteous employees. Especially announce 
that the nine o'clock train arrives at a certain place at one o'clock, if it 
does. Let the advertisement be so explicit that the business man, at a 
glance, can absorb the whole of it. If the railroad has not had a serious 
accident for a long time, announce that fact. If it is double tracked, 
announce that. If the road-bed is particularly smooth, tell people 
about it. If a particular train has not been delayed for a long time 
advertise that point. Do not advertise, more than one point at a time. 
Pound into the business head of the business man some particular point 
which your road has, and no other road is supposed to possess, that he 
may always remember your road by that point. If you have several 
points, pound the several points in, at different poundings. To-day, rail- 
road companies can be reckoned among the great advertisers. The majority 
of railroad posters are not attractive. They have too much on them. 
They tell people more than they should tell them, for the simple reason 
that people will not read long poster matter. The poster should never 
have small type upon it. Any one should be able to read the whole of it 
while passing at a moderate speed. Colored ink is essential in railroad 
poster advertising. The majority of railroad folders do not give the 
information so that one can easily find it. When a train arrives at a cer- 
tain point, even if necessary to repeat, the folder should tell the man 
who leaves Smithville at nine o'clock when he will arrive at Jones ville, 
even if Jones ville is on a branch road, if, of course, Jones ville is impor- 
tant enough to be given space for this information. If there is a steam- 
boat run in connection with the railroad, let the people know how long 
that steamboat run is, and the character of the route. Do not allow rail- 
road folders to be too general; let them be specific. If there are five first 
class hotels on the line of the railroad, and the railroad desires to 
announce them, tell people how large they are, and give the rates. Do 
not insert such statements as "Many hotels all along the route." That 
means nothing. If the railroad is announcing excursions, do not refer 
back too much. A person wearies when reading Excursion 940, if he is 
obliged to look up Excursions 306, and 511, and 902, to find out any- 
thing about it. The so called poetical matter, in the average descriptive 
folder or railroad book, descends to the level of what newspaper men call 
"rot." People care nothing about "the cloud-topped mountains " and 



SOME TRADES WHICH ADVERTISE. 75 

" the sublime scenery," in general expression. Quotations from the poets 
mean very little. What the public want to know is, how high is that 
mountain, how much does it cost to get there, what can you see after you 
get at the summit. The poetical part they will attend to themselves. 
In preparing descriptive books, do not lump your information together in 
long chapters. Make the descriptive book almost in the form of an 
encyclopedia. Divide it up into frequent paragraphs, and distinct sec- 
tions. In describing scenery along the line, do not put it into conversa- 
tional style, working in characters which are of no interest to the reader 
but describe each point or section by itself. Tell how far it is from the 
central station, and what there is in the place. Give information about 
the hotels, and prices, the drives about the town, and other attractive 
points, giving each point distinctly by itself, so that each point will be 
appreciated. Illustrations in books of this class are absolutely essential. 
In the illustration can be all the art and poetry needed to please the 
aesthetic taste. The descriptive matter is business. The printing of a 
bill of fare in the railroad folder, with the price of the dinner distinctly 
marked at the top of the bill of fare, will make more people buy the din- 
ner than all the adjectives and expressions about " fruit in its season " 
and that sort of thing. Generalities here must be ignored, and special 
points brought out in the full strength of their merits. Do not be so 
formal in the printing of legal points in limited tickets and excursions 
as to frighten the people into believing that there is a catch somewhere, 
and that you are attempting to spoil their pleasure. There is a pleasant 
and unpleasant way of getting over difficulties. See Hotels. 

Trimmings admit of considerable local advertising, say from three or 
four inches of space to double that amount or more. Change the adver- 
tisement every week, and if it runs in a daily paper, have it fresh every 
day. When sold in connection with other lines, as trimmings generally 
are, they furnish fine opportunity for special advertising, and can be 
advantageously used for runs or leaders. Advertise few at a time; a 
detailed description of the stock is impossible ; and a well-written adver- 
tisement of even one class of trimmings, with casual mention of the 
completeness of the stock, will by no means limit trade to the class adver- 
tised. Advertise the fashions, and if possible be the first in town to 



76 SOME TRADES WHICH ADVERTISE. 

announce fashionable designs in goods advertised. See Dry Goods and 
Milliners. 

Undertakers cannot consistently do more than a moderate amount of 
advertising. The card should occupy a space of from one to four inches 
in the local papers, and should run continuously. Announce that calls 
are answered at all hours of the day or night. 

Variety Stores have unusual opportunity for striking advertising. 
The space to be occupied should vary from four or five inches, up to a 
column or more. Start a run of some popular article in stock as often as 
once a month ; every week is better ; and wake up the people who really 
need the article, but don't realize it, into buying. Boom dollar goods, 
and fifty cent goods, and goods for a quarter apiece. Devote an entire 
advertisement to ladies' travelling, and other hand bags. A half column 
can be advantageously filled in proclaiming the beauties of a line of vases, 
which are sold at the lowest price consistent with profit. Keep lines of 
porcelain and earthern ware for decorative purposes. Advertise them 
extensively. Print a circular, or small pamphlet, on the subject, and 
obtain mention of it in the local papers. Advertise fashionable things at 
unfashionable prices, and urge the fashion along, if it needs it, by plenty 
of printer's ink. Use big type, or very small type, with large space be- 
tween the lines. The personal letter sort of advertisement is to be 
recommended. In it opportunity is given to interestingly describe arti- 
cles for art, fancy work, or necessity, with a deal of valuable information 
to the public, which will make the announcements looked for, thoroughly 
read, and often digested. See Dry Goods and Five Cent Stores. 

Wagons. — See Carriage's. 

Wheelwrights and Blacksmiths will find a small card in the local 
papers of benefit. The advertisement should run continuously and 
occupy from two to four inches of space. Announce promptness in 
repairs, and care in horse shoeing. If an improved nail or shoe be used, 
advertise the fact, with the advantage from its use. 



IT has never been our policy to take the advertiser's last dollar the first or second year 01 
his advertising', but rather to adapt the style and character of work to the ultimate end 
to be accomplished. For this reason, more than any other, our customers that commenced 
with us years ago are " still with us." We have to-day on our books those whose first 
year's expenditure was as low as $500, but who now annually expend through this Agency 
from $15,000 to $20,000; while others starting as large advertisers of course greatly exceed 
these figures. 

We have made a specialty of standard articles of manufacturers, and any dealer having 
a special article of merit is invited to correspond with us. 

In a single page advertisement we can scarcely do more than call attention to the fact of our 
existence and the reason for our being a little apart from the others bearing the same title. We 
believe that the Agency should be an Attorney for the advertiser, and if properly manned, it should 
be able to supply the deficiency of the client : if it be change in copy, it has the proper man at 
hand to supply that service ; if it be the selection of territory, the adapting of mediums to 
readers necessary for success, the seeing that our client gets full service by careful checking- 
all these the properly equipped Agency has at command. 

The Agency, unlike the " Doctor of Advertising," need never turn any business away. If the 
customer is to use any medium outside the local papers of his town, it either has or can command 
men of the proper gauge to attend to the wants of every one. 

We are often asked, " How is the advertising paying Smith & Co. ? You have been doing it 
for some time and of course you know." This information was sought within a few weeks by 
the representative of a journal with half a million or so of subscribers. The dialogue (too long- 
here) ended with 



for reproduction 
"Well, I judge from 
even if you did know 
you believe that is 
and the man doing 

So carefully have 
our attention that we 
firms on our books 
in the same business, 
get pointers from 



Dod(Ts Atotisin 




RELIABLE DEALING-. CAREFUL SERVICE. 

LOW ESTIMATES, ^m 



your remarks that 
you wouldn't tell, as 
only for the advertiser 
his business." 

these matters received 
at one time had 119 
in open accounts all 
every one anxious to 
another. 



Information given us by the advertiser, if only a memorandum, is always kept in cipher, 
as are all special rates from publishers. 

We have never published even a partial list of our customers, but in proof of the foregoing, 
we reproduce a portion of two recent letters. The first from the manager of five thousand 
dollars of political advertising in Massachusetts papers : — 

'Boston, CNjro. 5, 1892. 

" / am obliged to you far the thoroughness and interest you have shown in this matter." 

And the other from a customer who has been a continual advertiser with this Agency for 
twenty-two years : — 

Oct. 28, 1892. 

"Enclosed find check for $2,658.57, which I believe is the balance due you on account. Our 
business relations have been long, pleasant, and happy, and I trust profitable. Your office has 
been my first attraction when I arrived at the station, knowing that a kind welcome awaited me 
from all." 

The application of all the above, is that we are open for more business from reputable 
houses of every sort ; the advertiser with but a hundred dollars to expend will have no more 
cause to complain of inattention than the one with fifty thousand. Just here is the difference 
between the business being done by any one man and by a properly equipped Agency; each man 
has his gauge and his price ; while the Agency has or supplies the man fitted to the place ; and all 
work given us passes under the scrutiny of either, HORACE DODD, or J. W. BARBER. 




Advertising Opinion 



" (Majority must rule " 

HE man who knows everything has not been born ; the man 
who thinks he knows everything is born at the rate of a 
^|®o dozen a minute. 

l§|g? The law of general averages is safer to follow than the 
rule of exceptions. 

If a health statistician, calling, note-book in hand, at a thousand houses, 
gathering information from a thousand people, discovers that nine hun- 
dred and fifty regularly eat mutton, and have never had their digestion 
affected by this article of food, and that fifty disapprove of mutton, and 
never eat it, he has a right to make the statement that mutton is nutri- 
tious, and a viand of healthfulness. 

If out of one thousand advertisers, doing the same general class of 
business, and to all intents and purposes identical in business method, 
nine hundred and fifty believe in magazine advertising, and fifty disbelieve 
in it, then magazine advertising must be considered a good method of 
advertising, above any minority argument. 

If five hundred out of a thousand believe in magazine advertising, and 
five hundred do not, the advertiser has a right to claim that magazine 
advertising is valuable to some, and not valuable to others, and that he 
must exercise his personal judgment, generally alone and unaided by out- 
side opinion, before becoming a magazine advertiser. 

The author of this book, with a desire to attempt to settle some of the 
vital vexed questions of advertising, not by his own opinion, but by the 
judgment of advertisers, men who spend their earned money in advertis- 
ing, and who therefore have" practical reason to do advertising correctly, 
presents the initial table of concentrated opinion. 



ADVERTISING OPINION. 79 

A personal letter, accompanied by a printed slip of questions, prefaced 
with an explanation, was sent to every respectable advertiser in the United 
States, advertising in the leading national publications. 

A great many advertisers, for various reasons, did not answer. Many 
replied, stating that their experience did not warrant them in answering 
any of the questions. Others preferred not to answer them, claiming that 
such answers possibly might open business secrets, others answered a part, 
stating that their experience would not allow them to answer all, while 
others gladly answered all of the questions, but from extreme modesty 
preferred that their names should not be used. These last are omitted, 
as the author does not propose to use anonymous communications. 

The substance of the slip is appended. Following it is a table of 
individual opinion, given as it was presented to the author, and following 
that, recapitulations made up from the table. 

It is obvious that the smaller national advertiser has as much right to 
an opinion, and that his judgment is nearly as valuable as that of the 
larger advertiser, for frequently the smaller advertiser is more careful in 
the handling of his money, for he must obtain definite result from it, while 
the large advertiser can afford to experiment. 

It is understood that each advertiser answers from the standpoint of his 
individual business, and that the special plan, and profitable mediums, for 
any one business cannot generally be taken, without adaptation, for any 
other lines of trade. The reader will find that the healthful absorption of 
the opinions given largely depends upon his judgment, and ability to 
make use of the business straws which tell the travel of the business wind- 

Agricultural and religious papers, small daily papers, and country 
weeklies, were not included in the table of relative values ; not because 
they did not deserve a place there, but because had they been so placed, 
the answers would not have given them full justice. The majority of 
advertisers in small daily and weekly papers are local advertisers. Co- 
operative lists of country papers have not sufficient advertising space to 
allow more than the smallest percentage of advertisers to be represented, 
religious and agricultural papers are properly great weeklies, and it is to 
be presumed that every advertiser, in filling in the percentages, included 
these publications under the head of " Great Weeklies." The poor show- 
ing made by trade paper percentages must not be taken as against trade 



80 ADVERTISING OPINION. 

paper advertising, for a great proportion of national advertisers do not use 
trade papers, as their business is of a character which makes national 
advertising essential, and trade paper advertising not necessarily important. 
For convenience and to save space, the questions have been numbered, 
and the answers given under corresponding numbers. 

Dear Sir, 

The writer has in the printer's hands a book, entitled, " Building Busi- 
ness," written from the advertiser's standpoint, a genuine text book on advertis- 
ing and printing, entirely disconnected from any advertising agency, printing- 
establishment, or other business house. It is not a book of free circulation, 
for no copies will be given away. The important chapter in the book is the 
following : 

Advertising Opinion 

The expressed opinions of leading American advertisers on the vital ques- 
tions of advertising; presenting the results of both broad and specific decis- 
ions upon important vexed problems of advertising. 

This chapter will give information of the utmost importance to adver- 
tisers ; it will not reflect the author's opinion, but will present your 
opinion and the opinion of other great advertisers so tabulated as to give 
clearly combination result, a composite picture of business decision. You 
are earnestly requested to fill out the following blanks ; it is hoped you 
will fill them all out ; if you object to any of them, fill out those you do 
not object to. It is understood that your answers are general, not specific, 
and cannot possibly compromise you or make public any business privacy. 

1. Firm name. 

2. Address. 

3. Principal articles advertised. 

What do you consider the relative value of the following classes of ad- 
vertising, reckoned on the basis of 100 percent, for the one bringing you 
the most business : 

4. High grade magazines per cent. 

5. Family magazines, of medium grade per cent. 

6. Great weeklies per cent. 

7. Great daily papers per cent. 

8 . Sunday papers per cent. 

9. Trade papers per cent. 



ADVERTISING OPINION. 81 

10. Lithographic work per cent. 

11. Circulars per cent. 

12. Catalogues per cent. 

13. Calendars per cent. 

14. Advertising novelties per cent. 

15. Would you rather have an advertisement of given size appear 
every month in a monthly, than to have twice as large an advertisement 
appear every other month in the same publication? Answer yes or no. 

16. Would you rather have an advertisement of given size appear 
every week in a weekly than to have twice as large an advertisement 
appear every other week in the same publication ? Answer yes or no. 

17. Would you rather have an advertisement of given size appear 
in every issue of a daily, than to have twice as large an advertisement 
appear in every other issue of the same paper? Answer yes or no. 

18. Generally speaking, about how much more is it worth to have an 
advertisement next to the reading matter, or facing the reading matter, 
in any publication, than to have the advertisement occupy running space 
in the same publication? Answer by giving per centage. 

19. What additional per cent, is outside cover of a magazine worth, 
over inside space ? 

20. How often should an advertisement be changed in a magazine? 

21. How often should an advertisement be changed in a weekly? 

22. How often should an advertisement be changed in a daily? 

23. Would you advise the continuous use of cuts ? 

24. Would you advise the use of the cuts one half of the time ? 

25. Would you advise the use of cuts at all ? 

26. Generally speaking, is it advisable to expend $100 in each of 
1,000 publications, in preference to expending $1,000 in each of 100 pub- 
lications ? Answer yes or no. 

27. How few publications can be used in covering the entire United 
States ? 

28. Do you believe in advertising more than one thing at a time in 
the same advertisement ? Answer yes or no. 

29. What is the limit of the number of words, generally speaking, 
allowable in a first-class advertisement, say of about four inches ? 

30. Do you consider money expended in advertising, expense or 
investment, or both ? 



82 ADVERTISING OPINION. 

Note. — The full face figures indicate the questions, the answers immediately follow 
their respective numbers. Numbers are omitted wherever the questions are not 
-answered. 



1 Alliance Carriage Co. 2 Cincinnati, Ohio. 3 
Carriages and Buggies. 4 20. 5 30. 6 100. 7 40. 8 
50. 9 50. 11 75. 12 75. 14 25. 15 Yes. 16 Yes. 

17 Yes. 18 Double. 19 50 per cent. 30 Both. 

1 Atchison Topeka & Santa Fe R. R. 2 Chi- 
cago, 111. 3 transportation. 4 100. 5 100. 6 50. 
7 25. 8 10. ir 25. 15 Yes. 16 Yes. 17 Yes. 
19 100. 20 A good ad. need not be changed. 21 
Same as No. 20. 22 Same as No. 20. 23 Yes. 24 
All the time. 25 Yes. 26 No. 27 This depends 
on what you are advertising— If for a high class 
of patrons the number is smaller than if you cover 
the whole population — 100 well-selected publi- 
cations will preach to all we think we can reach. 
28 No. 29) The fewer the better — Our advertis- 
ing is almost necessarily many worded. 30 Ex- 
pense. 

1 Air Brush Mfg. Co. 2 Rockford, 111. 3 The 
Air Brush. 4 75. 5 50. 9 100. 12 95. 15 Every 
month. 16 Every week. 17 Every other day — 
twice as large. 18 5 per cent. 19 5 per cent. 20 
Depends on size of ad. If small, three times a 
year If large, every issue, with feature in same 
that will connect it with former ad. 21 Every 
two weeks. 22 Every other day, where circulation 
is over 5,000. Once a week, circulation not more 
than 5,000. 23 Not if competitors also used cuts, 
otherwise a continuous use. 24 Answered in 
above. 25 Always, with judgment. 26 Yes. 27 
Four classes. 28 No. 29 One hundred and twenty. 
30 Investment. 

1 Frank P. Allen. 2 Grand Rapids, Mich. 3 
Book of house designs. 4 100. 6 90 Youth's Com- 
panion only. 11 30. 15 No. 16 No. 17 Don't use 
dailies. 18 Don't know. 19 Don't know, have 
used no outside space. 20 I believe every 3 mo. 
Think an ad. ought not to be stale. 23 In my busi- 
ness, Yes. 26 No. 30 Both. 

1 The American Writing Machine Co., Hartford, 
Conn. 3 Typewriters. 15 Yes. 16 No. 17 No. 

18 50 per cent. 20 Quarterly. 21 Monthly. 23 
Yes. 24 No. 25 No. 26 No. 28 No. 29 
Fewer the better. 30 Both. 

1 Ames & Frost Company. 2 Chicago, 111. 3 
Bicycles. 4 75. 5 50. 6 75. 7 50. 8 50. 9 35. 10 
25. It 25. 12 100. 13 10. 14 10. 15 Yes. 16 Yes. 
17 Yes. 18 25. 19 50. 20 Every issue if good 
catchy advs. are used ; if not, better let a good one 
stand. 21 Same as 20. 22 Same as 20. 23 They 
are not necessary, but attract the eye. 24 Same, 
2."i Yes. 26 Yes. 27 100 should do it, 1000 would 
do better. 4& No 29 75 to 100 in a magazine. 30 
1st an expense; if it leads to good results, as is 
always, or should be expected to, it is a good 
investment. 

1 The A. Bridgman Co. 2 373 Broadway, New 
York. 3 Patent Medicines and Electro -Magnetic 
goods. 4 100. 6. 100. 11 100. 15 Yes. 16 None, 
o. w. 17 No. 18 25 per cent. 19 25 per cent., 
"20 Rotate three or four ads. during year. 21 
It depends upon nature of article and cuts used, 
■22 Each dav. 23 Yes. 24 No. 25 Always. 26 
Yes. 28 Yes. 29 Not over 100. 30 Investment. 

1 The William G. Bell Company. 2 52 Commer- 
cial Street. 3 Boston, Mass. 4 100. 6 100. 15 
Yes. 16 No. 17 No. 18 25 per cent. 19 25 per 
•cent. 30 Both. 

1 Brodix Pub. Co. 2 Washington, D. C. 3 The 
Home Magazine. 4 not used. 5 100. 6 40. 7 30, 



8 20. 15 We would rather have a medium sized 
"ad." every month than double the size every 
other month. 16 Same as above. 17 We would 
prefer a large "ad." every other day than a small 
one every day. 18 If your 'ad." is large and strik- 
ing, it would not m^ke any difference. 19 None, 
We prefer a white page. aO 21 Every issue. 
22 Every issue unless a special offer. 23 Yes, 
by all means. 24 No. All the time. 25 Answer 
by No. 10. 26 We prefer the 100 publication. 28 
If it is a specially like advertising the H. M., no 
other subject should be mentioned in the " ad." 
29. The fewest words in which you can make 
your offer courteous and smooth, without strain- 
ing after brevity at the expense of clearness. 30 
It is an investment and an expense, but an ex- 
pense well invested. 

1 W. Atlee Burpee & Co. 2 Philadelphia, Pa., 3 
Seeds, Plants, aud Bulbs. 4 75. 5 25. 6 100. 7 8 

9 We do not use. 11 12 We do not use publica- 
tions of other concerns but consider our own 
catalogues of far more value and importance than 
any other mode of advertising. 15 Yes. 16 No. 
17 We never use dailies. 18 25 per cent. 19 
35 per cent. 20 With us, every issue. 21 Every 
issue. 22 We do not use. 23 No. 24 No. 25 Yes. 
occasionally. 26 No. 28 No. 29 About one 
hundred and fifty words in good display of type. 
30 Both, but we charge it expense account. 

1 Bradley & Company. 2. Syracuse, N. Y. 3 
Carriages. 4 100. 6 100. 9 100. 12 100, 13 nil. 
14 nil. 15 Yes. 16 Yes. 18 25 per cent, to 50 
per cent- 19 100 per cent. 20 Each issue ; but a 
series of 4 or 6 advertisements might be alternated 
in 12 issues. 21 Same as above with a larger num- 
ber in the series. 23 Not necessarily. 24 Yes. 25 
Yes. 26 No. 28 No. decidedly No. 30 Both, but 
largely investment. 

1 Belle of Nelson Distillery Co. 2 Louisville, 
Ky. 3 Belle of Nelson whiskey. 15 Yes. 16 Yes. 
1 7 No. 18 25 per cent. 19 50 per cent. 20 Every 
two months. 21 Monthly. 22 Weekly. 23 Yes, 
24 At all times. 25 Yes. 26 Yes, if cheap article ; 
no, if costly. 27 Ten. 28 No. 30 Investment, by 
all means. 

1 William Evarts Benjamin. 2 751 Broadway, 
New York. 3 Rare books, priuts and autographs. 
4 60. 5 15. 6 50. 7 10. 9 20. 11 70. 12 100. 15 
Appear every month in a monthly. 16 Every week 
in a weekly. 17 Twice as large an advertisement 
appear in every other issue of the same paper. J8 
20 per cent. 19 50 per cent. 20 Every issue. 21 
Monthly. 22 3 times a week. 23 No. 24 About, 
25. Yes. 2(i $1,000 in each of 100 publications, 
27 100. 28 Yes. 29 75. 30 Expense. 

1 Bradley & Woodruff. 2 234 & 236 Congress 
St., Boston. 3 Books (Publishers). 4 100. 5 10. 
6 10. 7 10. 8 5. 9 100. lO None. 11 75. 12 50. 13 
None. 14 None. 15 Yes. 16 Yes. 17 Yes. 18 50 
per cent. 19 75 per cent. 20 Every issue. 21 
Every issue. 22 Every issue. 23 Yes. 24 Everv 
time if possible. 25 Every time if possible. 26 
Yes. 27 Leading high grade magazines, for in our 
business readers of books generally refer to book 
notices in said magazines. 28 Yes. 29 As few as 
possible to describe articles so advertised. 30 
Both. 

1 Best & Co. 2 West 23d St., N. Y. 3 Chil- 
dren's Clothing. 4 75. 6 100. 7 100. 8 75. 12 Valu- 
able as adjuncts to newspaper advertising. 15 



ADVERTISING OPINION. 



83 



Yes. 16 No. 17 No. 18 50 per cent. 19 Prefer 
inside next to reading. 20 Every time. 21 Every 
time. 22 At least every other day. 23 Yes. 26 
No. 28. Yes. 30 .Both. 

1 The Beeman Chemical Co. 2 Cleveland, Ohio, 

3 Pepsin Chewing Gum, Pure Pepsin, etc. 4 50. 
5 33. 10 100. 15 Yes. 16. No. 18 Twice as much. 
19 Much more valuable. 20 A well-worded ad. 
we seldom change. 23 Yes. 24 All the time. 25 
Most certainly. 26 No. 27 All the principal 
monthlies, Youth's Companion, Ledger, Allen's 
List, Vickery's List, do well for us. ^8 We have 
but think it bad advertising. 29 As few as pos- 
sible. 30 Both. 

1 Bloomingdale Brothers. 2 Third Avenue, 
New York City, N. Y. 3 Dry Goods at Retail. 6 
For mail orders 100. 7 100. 8 100. 11 25. 12 For 
mail orders 100. 15 Yes. 16 No. 17 No. 18 15. 
19 50. 20 Retail Dry Goods Every Issue. 21 
Retail Dry Goods Every Issue. 22 Retail Dry 
Goods Every Issue. 23 Yes. 26 No. 28 Yes. 29 
75. 30 Both. 

1 H. H. Babcock Co. 2 406-412 Browne St., 
New York. 4 25. 9 10. 11 50. 12 50. 14 15. 15 
Yes. 16 Yes. 17 Yes. 18 Cannot say. 19 Very 
little. 30 Both. 

1 The Boynton Furnace Co. 2 207. 209 & 211 
Water St., New York, 195 & 197 Lake St., Chicago. 
3. Furnaces, ranges, hot water and steam heaters, 

4 100. 5 25. 6 25. 7 50. 9 50. 11 100. 12 100. 
13 25. 14 25. 15 Yes. 16 Yes. 17 Yes. 18 25. 
per cent. 19 None. 20 Frequent changes. 21 
Frequent changes. 22 Frequent cbanges. 23 
Yes. 24 All the time. 25 Yes. 28 Yes. 29 75. 
30 Expense. 

1 C. C. Briggs & Co., 5 & 7 Appleton St., Bos- 
ton. 3 Pianos. 4 40. 5 30. 6 Don't use. 7 
Don't use. 8 Don't use. 9 100. 11 Don't use. 
12 10. 13 20. 14 20. 15 No, under certain circum- 
stances. 16 No, under certain circumstances. 17 
No. 18 10 per cent. 19 10 per cent. 20 About 
the time it ceases to pull. 21 About the time it 
ceases to pull. 22 Nearly every time. 23 Yes. 24 
No. 25 Yes. 26 No. 30 Expense. 

1 The Brownie Company, H. E. Dick, Treas. 2 
154 Lake St., Chicago. 3 Palmer Cox's Brownie 
Stamps. 4 100. 5 5. 7 12. 9 9. 11 6. 15 No. 16 
No. 17 No. 18 Benefited about 15 per cent. 19 
None in our business. 20 Every three months at 
least. 21 Every insertion. 22 Every day. 23 If 
attractive and in variety. 24 No. * 25 If they 
attracted the attention ours do. 26 No. 27 That 
would depend on the held you wanted to cover. 
The magazines cover a certain field. We have 
orders from almost every country in the U. S. 
from mag. adv. 28 No. 29 Not to exceed fifty, 
30 Investment. 

1 Abram Cox Stove Co. 2 Philadelphia, Pa., 
3 Novelty Furnaces. 4 10. 5 10, 6 10. 7 10. 8 20. 
9 20. 10 30. 11 30. 12 Necessary medium. 14 
100.15 Yes. 16 Y r es. 17 Yes. 18 One third. 19 
50 per cent. 20 Every issue. 21 Once a month, 

22 Once a week. 23 No. 24 Y"es. 25 Yes. 26 
Depends very much upon the publication. 27 
Don't know. 28 No, unless it is a line of goods. 
29 Can't say. 30 Expense. 

1 California Fig Syrup Co. 2 324 Hayes St., 
San Francisco, Cal. 3 Syrup of Figs. 4 50. 5 25. 6 
50. 7 5» Small daily papers, 75 per cent. 8 25. 9 10. 
1011 12 13 14 100, if well clone. 15 Yes. 16 Yes. 
17 No. 18 10 per cent. 19 25 per cent. 20 An- 
nually if a good one. 21 Annually if good — if not 
good 'the sooner the better. 22 Annually if good, 

23 Yes. 26 Yes. 27 From 10,000 to 15,000 to cover 



thoroughly. 28 It depends. 29 From 150 to 200, 
30 Both. 

1 Clark Coffee Co. 2 14 Broad St., Boston. 

3 Cocoa, Coffee. 4 5 100. 6 100. 7 100. 9 100. 
10 50. 11 Of high grade. 100. 13 10. 14 40. 

15 Yes. 16 Yes. 17 No. 18 50 per cent. 19 In 
some cases none. 20 Every issue. 21 Every issue. 

22 As often as advertiser can find time to write 
good ones. 23 Yes. 24 Yes, if you can't get them 
all the time. 25 Yes. 26 No. 27 Don't know. 
28 No. 29 30 is enough. 30 Investment, of the 
best kind if rightly spent. 

1 Henry H. Cole, Advertising Manager, Boston. 

4 100. 5 50. 6 80. 7 Local 75. 8'Local 75. 9 In same 
line, 100. 10 Auxiliary, 75. 11 Auxiliary, 75. 12 
Auxiliary, 100. 13 Auxiliary, 75. 14 Auxiliary, 
75. 15 Yes. 16 Y^es. 17 No. 18 30. 19 50. 20 
Every issue. 21 Every issue. 22 Every issue. 

23 No. 24 Yes. 25 Y r es. 26 No. 27 10. 28 
No. 29 50. 30 Both. 

1 Cutter Tower Co., Typewriter Dept. 2 79 
Milk St., Corner of Federal, Boston. 3 Frank- 
lin Typewriter. 15 Yes. 16 Yes. 17 Every other 
day. 18 50 per cent. more. 19 20 per cent. more. 
20 Every two months. 21 Every four weeks. 22 
Every ten days. 23 Would advise the use of cuts 
all the time. 24 Yes. 25 Yes. 20 No. 27 Four. 
Harpers' , Century, Scribner s, and Cosmopolitan. 
28 No. 29 100. 30 Expense. 

1 Capitol Heater Co. 2 Detroit, Mich. 3 Hot 
Water House Heaters. 4 90. 9 100. 11 90. 15 
Yes. 16 Yes. 17 No. 18 50 per cent. 19 In our 
business inside, with other heaters, probably 
about as good. :-sO Pretty purely investment, with 
a new concern, like ourselves. 

1 R. A. Craig. 2 41 Times Blclg., N. Y., 4 to 

14 No general rule can be set down as it entirely 
depends upon the article to be advertised. 15 Yes. 

16 Yes. 17 No. 18 10 to 25 according to paper. 

19 25. 20 Every time. 21 Every time. 22 Every 
time, but same repeated. 23 No. 24 Yes. 25 
Yes. 26 Depends upon the business. 27 De- 
pends upon the article. 28 No. 29 Depends 
upon the article advertised. 30 Investment. 

1 Chicago & Eastern Illinois, R. R., Chas. L. 
Stone. 2 First Nat. Bank Bklg.. Chicago. 3 Rail- 
road Passenger Service. 4 30. 5 20. 6 25. 7 100. 
8 40. 9 20. 10 40. 11 80. 12 20. 13 90. 14 100. 

15 Yes. 16 Yes. 17 Y r es. 18 75 per cent. 19 
100 per cent, front cover, 25 per cent, back cover. 

20 Only when absolutely necessary. 21 Only 
when absolutely necessary. 22 Same as above. 23 
Yes, if characteristic. 24 Yes, if not used all the 
time. 25 Yes. 26 Yes. 28 No. 29 Not over 60. 
30 Both. 

IE. St. John. 2 C, R. I. & P. Ry. 3 C, R. I. & 

P. Ry. 4 When properly located and too many 
pages are not devoted to advertising, 100. 5 60. 6 
100. 7 When confined to a reasonable number of 
pages which contain more reading matter than 
advertising, 100. 13 14 It depends upon what 
they are. 15 Yes. 16 Yes. 17 No. 18 100 per 
cent. 19 25 to 50. 20 Every two or three 
months. 21 Not at all — would carry a regular ad. 
regularly and add line notes, changeable as occa- 
sion requires. 23 Yes, gotten up attractively and 
with a trade mark heading, which should become 
familiar at a glance to all readers. 26 No, not as 
a rule. 27 Probably 500. 28 Yes and no; it 
depends. 29 It varies, and no abitrary rule can 
be adopted. 30 Both — principally investment. 

1 Crandall Machine Co. 2 353 Broadway N. Y. 
3 Typewriting machines. 4 100. 5 50. 9 25. 10 
25. 11 75. 12 75. 15 Yes. 19 None. 20 Not 



84 



ADVERTISING OPINION. 



oftener than twice yearly. 23 Yes. 24 No. 26 
No. 28 No. 30 Both. 

1 T. D. Campbell. 2 Boyleston, Ind. 3 Publi- 
cations, Books, and Novelties. 4 to 14 Depends 
on the kind of business. 15 Yes. 16 Yes. 17 Yes. 
18 Depends somewhat on the business. 19 10 to 
50 per cent. 20 Depends on the business or arti- 
cles advertised. 21 See above. 22 See above. 
23 Generally speaking, yes; depends on the 
articles advertised. 24 See above. 25 Y'es. 26 
Generally speaking, no. 27 Don't know. 28 As a 
general rule, no. 29 Am not able to say. 30 
Both. 

1 John Lewis Childs. 2 Floral Park, N. Y. 3 
Seeds. 4 50. 5 50. 6 100. 7 15. 8 15. 15 No. 
16 No. 17 No. 18 30 per cent. 19 Double. '40 
All depends upon article advertised. 23 In most 
cases. 2 » Yes. 27 Three— Town's Companion, 
Ladies' Home Journal, Mayflower. 28 It is not a 
good plan as a rule. 30 Investment. 

1 The Cleveland Foundry Co. 2 Cleveland, 
Ohio. 3 Hardware specalties. 4 to 14 Much 
depends on the article you wish to advertise. 15 
Yes. 16 Yes. 17 No. 20 Every time. 21 Every 
time. 23 Yes. 25 Yes, always. 26 Yes. 28 No. 
30 Both. 

1 Samuel Cabot. 2 70 Kilby St., Boston, Mass. 
3 Creosote Stains. 4 100. 5 50. 6 30. 7 8 Don't 
use them. 9 20. 11 40. 14 10. 15 No. 16 No. 
30 Investment. 

1 Cornish & Co. 2 Washington, N. J. 3 
Manufacturers of Pianos and Organs. 4 45. 5 
100. 6 35. 7 Probably 10 per cent. — seldom adver- 
tise in them. 8 20. 11 35. 12 50 to 60. 14 Don't 
use them. 15 Yes. 16 Yes. 17 Don't use 
dailies. 18 Possibly in some cases as much as 40 
per cent. 19 Difficult to say — Circumstances 
alter cases. 30 Both. 

1 Chicago Clothes Dryer Works. 2 C5 So. Canal 
St., Chicago. 3 Combined clothes dryer and 
laundry stove 4 100. 7 100. 11 50. 15 Yes. 17 
Yes. 18 No way to tell. 19 Don't know. 20 As 
often as the advertiser may think proper. 22 
Keep your business before the public. 23 Yes. 
25 Always when possible. 26 Too much care 
cannot be expended in properly placing your 
advertising. *8 Our experience is practically 
limited to one article. 29 Just as short but com- 
plete as you can make it. 30 Investment. 

1 Chicago, Milwaukee, and St. Paul By. 2 Geo. 
H. Heafford, Gen. Pass. Agt., Chicago, 111. 3 The 
railway for passenger travel 6 8. 7 100. 9 8. lo 
8. 11 8. 13 8. 14 16. 15 Yes. 16 Yes. 17 Yes. 
18 100. 21 Every 3 months. 22 Every three issues. 

23 No. 24 Yes. 25 Yes. 26 No. 27 100. 28 No. 
29 100. 30 Both. 

1 The Curtis Publishing Company. 2 Philadel- 
phia. 3 Ladies' Home Journal. 4 100. 5 100. 6 
66. 7 33. 11 33. 12 33. 15 Yes, every issue. 16 
Yes, every week. 17 No, every other day. 18 
Worth 10 to 25 per cent, according to medium. 19 
Wouldn't have it. 20 Every issue. 21 Every 
issue. 22 Every time. 23 Always. 24 Yes, ail 
the time is better. 25 Certainly. 26 No. Put 
everything in best mediums only. 27 No idea. 28 
No. 29 Depends upon too much for definite an- 
swer. 30 Both. 

1 George M. Clark & Company. 2 161 Superior 
St., Chicago. 3 Jewel Gas and Gasolene Stoves. 
9 50. 11 100. 12 50. 15 Yes. 16 Yes. 17 Yes. 
18 100 per cent. 19 None. 20 Monthly or yearly. 
21 Weekly or yearly. 22 Daily or yearly. 23 No. 

24 Not necessarily. 25 Not necessarily. 26 No. 



27 Don't know. 28 No. 29 40 words. 30 Invest- 
ment. 

1 Jay Dwiggins & Co. 2 409 Chamber of Com- 
merce, Chicago. 3 Real Estate. 4 50. 5 90. 6 80. 
7 40. 8 30. 9 10. 1110. 12 10. 13 personal letters, 
75. 14 15. 15 No. 16 No. 17 No. 18 Thirty per 
cent. 19 Fifty per cent. 20 Every month. 21 e. o. 
week. 22 Often as possible. 23 Yes. 24 Yes. 

25 Yes. 26 No. 27 Fifty 28 No. 29 Two 
hundred words. 30 Investment. 

1 W. L. Douglas Shoe Co. 2 Brockton, Mass. 
3 Shoes. 4 to 7 All good. 9 Don't use to 
any extent. 10 Don't use. 11 Don't use. 12 
Good when properly prepared. 13 Don't use. 

14 Don't use. 15 Yes. 16 It depends on cir- 
cumstances. 17 Rather have it e. o. d. 18 Do 
not think it worth much more if advertisement is 
properly displayed 20 As often as every three 
months. 21 Once a month. 22 Every day. 23 
Yes, if a trade mark. 24 No. 25. Yes, if a 
trade mark. 28 Yes, if used for same purpose. 
30 Investment. 

1 F. E. Dougherty. 2 Chicago. 3 Mince 
Meat. 4 70. 5 70. 6 50. 7 75. 8 50. 9 40. 
lO 100. 11 80. 12 40. 13 50. 14 90. 15 Yes. 
16 Yes. 17 No. 18 100 to 200 per cent. more. 

19 50 to 100 per cent. 20 Depends on matter 
and style of ad. 21 Depends. 22 Depends 23. 
Depends. 24 Yes. 25 Yes. 26 Depends. 28 
No. 29 Depends. 30 Both. 

1 Estes & Lauriat. 2 Boston. 3 Books. 4 
100. 5 50. 6 40. 7 70. 8 30. 9 40. 10 10. 11 20. 
12 50. 13 5. 14 5. 15 Yes. 16 No. 17 No. 18 
33% per cent., better. 19 150 per cent, better. 20 
Every other month, 21. Every other week. 22 
Every three insertions. 23 No. 24 Yes. 25 Yes. 

26 No. 27 Eighty in our line. 28 Yes. 29 150 to 
200. 30 Expense. 

1 T. C. Evans. 2 294 Washington Street, Bos- 
ton. 3 Various. 4 100. 5 50. 6 100. 7 100. 

15 Yes. 16 No. 17 No. 18 Depends. If pub- 
lication is largely given to ads. y 3 . . If pub- 
lication is well made up, from ^ to £. 19 See 
above, anywhere from 50 per cent, to 300, six times 
as much. 20 Depends ; say every other month or 
quarterly. 21 Depends ; say e. o. w. or monthly, 
22 Depends ; say e. o. d. or .weekly. 23 That 
depends, but usually yes. 24 Yes, when at rea- 
sonably extra or same cost. 25 Certainly, see 
above. 20 You cannot answer that yes or no 
intelligently. The Youth's Comj>anion would 
charge $1,000 for what the New York Tribune 
would charge $200. 27 I believe you ran do it by 
using not over 500. 28 No. 29' From 100 to 150. 
30 Both. 

1 Eisner & Mendelson Co. 2 6 Barclay Street. 
New York. 3 Johann Hoff's Malt Extract, Carlsbad 
Sprudel Salt. 4 90. 5 25. 6 40. 7 100. S 100. 9 
5. 10 5 1110. 12 Don't use them. 15 Yes. 16 
Yes. 17 Yes. 18 25 per cent. 19 25 per cent. 

20 Monthly. 21 Every four weeks. 22 Daily if 
possible. 23 That depends on the cuts. 24 Yes. 
25 Yes. 26 Yes. 27 Fifty. 28 No. 29 three to 
four inches. 30 Both. 

1 Electric Thermostat Co. 2 645 Temple Court, 
Minneapolis, Minn. 3 Thermostats. 4 50. 12 
50. 15 Yes. 20 We change ours every season. 23 
Yes. 26 No. 28 No. 29 Depends somewhat on 
size of cut used. There are about twenty in our 
" ad." of four inches. 30 Strictly speaking, ex- 
pense. 

1 Franco American Food Co. 2 Franklin Street, 
and West Broadway, New York City. 3 Soups 
and plum pudding. 4 100. 15 This depends on 
how striking the ad. is. 16 If a good half page 



ADVERTISING OPINION. 



85 



it will prove more profitable inserted twice, than 
once a poor page. 18 Twice as good. 30 Every 
month. 21 Even- other week. 32 As often as you 
can. 23 No. 26 No. 27 The more you can use the 
better. 28 One or two articles at the most. 30 
Both. 

1 Farrand & Votev Organ Co. 2 Detroit, Mich. 
3 Organs. 4 50. 5*20. 6 10. 9 20. 11 LOO. 13 
100. 15 2 in e. o. m. 16 Every week. 18 Worth 
twice as much. 19 50 per cent. 30 Both. 

1 Frazer Lubricator Co. 2 83 Murray St., New 
York. 3 Frazer Axle Grease. 16 Yes. 17 No. 18 
33 y>, per cent. 19 50 per cent. 20 Seldom. 21 
Seldom. 23 Semi-monthlv. 33 Yes. 24 No. 25 
Yes. 36 Yes. 27 5,000 to 25,000. 28 No. 29 Use 
as few words as possible. Part white paper attracts, 
30 Both. 

1 Fillmore Bros. 3 141 W. 6th St., Cincinnati, 
O. 3 Music Books. 4 to 14 We have advertised 
principally in religious weeklies. Circularizing 
pays us better than newspaper advertising. 30 
Both. The expense is too great for the returns. 
We have never yet been made happy by the results 
of newspaper advertising. 

1 J. K. Ferguson & Co. 2 Chester, Conn. 3 
Pillow Sham Holders. 15 Every month. 16 Think 
every other week as good as weekly on our goods. 

17 -Do not think it would pay at all on our goods. 

18 Never was particular about our ad. 19 We 
should not be willing to give any more. 30 We be- 
lieve on our goods that it does not pay to have 
large ads., therefore we believe a good one wants to 
run as long as it takes well. 36 We believe in 
spreading our ad. in as many papers as possible. 
37 Do not know. 38 No. 39 That depends on 
display. 30 As expenses. Of course we refer to 
our goods. 

1 G-eorge Frost Company. 3 Boston, Mass. 3 
Equipoise Waists, Warren Hose Supporters, and 
Boston Garters. 4 75. 5 50. 6 50. 7 100. 8 50. 
9 50. 10 25. 11 25. 13 25. 13 Don't use. 14 
Don't use. 15 Yes. 16 No. 17 No. is 20 per 
cent. 19 50 per cent. 30 Every month. 31 
Every week. 33 e. o. d. 33 Yes. 36 No. 27 
About twelve. 28 No. 29 About fifty when 
cut is used. 30 Both. 

1 J. R. Watson. 2 General Passenger Agent, 
Fitchburg Railroad, Boston, Mass. 3 Railroad 
train service and fares. 6 15. 7 100. 8 75. 15 
Advertisements in monthlies do not pay. 16 Yes. 
17 Yes. 18 75 to 100 per cent. 19^ None. 21 
Not at all. 22 Not at all. 23 No. *4 No. 35 
Not at all. 36 Yes. 37 I do not know. 38 No. 
39 Depends on how displayed. 30 Both. 

1 Felt & Tarrant Mfg. Co. 3 52-54 Illinois St., 
Chicago, 111. 3 Calculating Instruments. 4 60. 
6 30. 9 10 to 100. 11 60. 15 Yes. 16 No. 18 
80. 19 200. 30 Every Insertion. 31 Same. 23 
Yes. 27 Depends upon the article advertised. 28 
No. 29 Copy should change, running from 50 to 
400. 30 Both. 

1 A. W. Gump & Co. 2 Dayton, Ohio. 3 Bi- 
cycles. 15 Yes. 16 Yes. 17 Yes. 18 15 per 
cent. 19 20 per cent. 23 Yes. 24 All the time. 
25 All the time. 26 Yes. 28 No. Exceptional 
cases, however. 30 Both. 

1 The Globe Company. 2 S. W. Cor. Second 
and John Sts., Cincinnati, O. 3 Office Furniture, 
Desks, Filing Cabinets. 4 25. 6 25. 9 5. 11 75. 
12 100. 15 No. 16 No. 17 Yes. 18 Don't 
know. 19 20. 30 Every issue. 31 Every other 
issue. 32 Everv month. 33 No. 34 No. 35 
Yes, frequently. 36 No. 37 About ten. 38 Yes. 
39 Twenty. 30 Expense. 



1 Gurney Hot Water Heater Co. 3 163 Frank- 
lin St., Boston. 3 Heating apparatus. 4 75 7 5 
11 5. 13 100. 15 Yes. 16 No. 17 No. 18 10. 
per cent. 19 30 per cent. 30 About every 3 
months. 31 Every other week. 33 Daily. 33 
Yes, when you control a specialty. 34 No. 35 
Yes. 36 No. 37 Too broad a question, as it de- 
pends entirelv upon the article advertised. 38 No. 
39 75. 30 Both. 

1 The Grand Cloak Co. 3 Chicago, 111 3 
Cloaks. 4 80. 5 50. 6 50. 7 75. 8 100. 9 10. 
10 5. 11 10. 13 50. 13 5. 14 5. 15 Yes. 16 
Yes. 17 No. 18 25. 19 50. 20 Everv issue. 21 
Every issue. 23 Daily. 33 Yes. 34 No. 35 
Yes. 26 No. 38 Yes. 30 Investment. 

1 Grand Rapids Refrigerator Co. 3 Grand 
Rapids, Michigan. 3 Refrigerators. 4 100. 5 10 
6 10. 9 50. 10 10. 11 10. 13 50. 15 Yes. 16 
Yes, 17. Yes, 18. 50, 19. 25, 30. Once a month. 
31 Once a Aveek. 32 Everv three days. 33 Yes. 

34 No. 35 Yes. 36 Y r es. 37 10 Magazines. 
38 No. 39 80. 30 It is a temporary investment 
charged to expense. 

1 The Holmes & Edwards Silver Co. 2 Bridge- 
port, Conn., 3. Spoons and Forks (Silverplated) 

4 100. 6 16. 9 21. 11 16. 12 8. 15 Yes. 16 
Yes, if over four inches. 17 Yes, if over four 
inches in length. 18 75 per cent. 19 50 per 
cent. 2() Monthly. 31 At least once a month. 

33 At least once a week. 33 Generally ves. 34 
Yes. 35 Yes. 36 No. 38 No. 39 About one 
hundred. 30 Both. 

1 L. R. Hamerslv. 3 Special Agent Washing- 
ton Star, Room 88 Potter Bldg., N. Y. Cicv 4 18 

5 18. 6 18. 7 100. 8 18. 15 Yes. 16 Yes. 

17 Yes. 18 50 per cent. 19 Double. 30 
Monthly. 31 Weekly. 33 Weeklv. 33 Yes. 

35 Y"es. 36 Thelatter. 37 About five hundred. 
38 No. 39 Three hundred. 30 If judiciously 
expended, investment. 

1 John C. Hutchinson. 3 Johnstown, N. Y. 3 
Gloves. 4 85. 6 50. 15 Yes. 16 Y T es. 17 Yes. 

18 Would prefer next to reading matter but do 
not know. 19 Not the difference asked by the 
publishers of magazines. 30. Every month or 
every other month. 31 Every second week. 33 
Every other day. 33 No. 35 Unless the cut 
represents the article advertised. 36 No. 38 
No. 30 Both. 

1 The Hartford Cycle Co. 3 Hartford, Conn., 

3 The Hartford Safetv Bicvcles. 4 100. 5 40 
9 30. 13 60. 15 Yes. * 16 Yes. 18 Little if anv 
more value. In most publications the advertise- 
ments are made attractive and looked over by most 
readers. 1;> 15 per cent 30 Not often, the same 
advertisement, if attractive, by its frequency fixes 
itself in mind of the reader. 31 Same as 
above. 33 Same as above. 33 Yes. 3; No. 37 
Judiciously selected, fifty. 38 No. 39 The fewer 
the better.' 30 Both. 

1 Asa Hull. 3 150 Nassau St., New York City. 
3. My Sunday school music books and services. 

4 to 14 Use religious weeklies mostly as they 
are the best mediums for my publications. 15 
That depends on amount of advertising I wish to 
do. 16 If could say all in the shorter ad., would 
prefer every week. 31 At least once a month. 

34 No. 35 Not for my business. 36 Should 
select 100 publications. 38 Not as a rule. One 
article at a time. 30 Expense. 

1 The Hub. 3 State and Jackson Sts., Chicago. 
3 Clothing for men and boys. 4 5. 6 10. 7 90. 8 
90. 10 15. 11 15. 13 20. 15 Yes. 16 No. 17 
Yes. 18 25 per cent. 19 None. 30 At least 
every season if possible and practicable in every 



86 



ADVERTISING OPINION. 



issue 21 Every issue. 32. Every issue. 23 No. 
Occasional use is more noticeable. 24 Yes. 25 
Yes. 26 Yes. 28 Generally speaking, no. 29 
Not over 150. 30 Investment, beyond a doubt, 
if well done. Otherwise purely expense. 

1 Horton Mfg. Co. 2 Fort Wayne, Ind. 3 
Western Washer. 5 75. 15 Yes. 16 No. 17 
Never used dailies. 23 Yes, for specialties. 26 
Yes. 28 No. 30 Both. 

1. D. S. Hopkins, architect and publisher of 
architects' books. 2 Grand Rapids, Mich. 3 
Books on residents' architecture. 4 100. 5 75. 
6 50. 7 20. 8 30. 9 20. 11 15. 12 Some 30. 

15 Yes. 16 Yes. 17 Yes. 18 Depends on what 
it is in. 19 25. 20 Quarterly. 21 Every two 
months. 23 Yes. 24 No. 25 Always. 26 No. 
28 No. 30 Investment with profit. 

1 T. & B. Hatch. 2 Tupper Lake House, Tup- 
per's Lake, N. Y. 3 Hotel. 4 25. 5 35. 6 30. 7 
90. 8 95. 11 95. 15 Yes. 16 Yes. 17 No. 18 
75 per cent. 19 10. 20 Once a month. 21 Not 
often. 22 Frequently. 23 No. 24 Yes. 25 Yes. 
26 Yes. 28 No. 29 32. 30 Both. 

1 Hartman Sliding Blind Co. 2 Crestline, O. 
3. Inside sliding window blinds, doors, sash mould- 
ings, etc. Interior hard wood finishes a specialty. 
4 100. 5 50. 6 For our business 50. 7 Too ex- 
pensive for our class. 8 Against our morals. 9 
High class, 100. 1150. 12 100. 15 Yes, decidedly 

16 No ; prefer e. o. w. 17 No ; prefer e. o. w. 18 
Perhaps 15 to 20 per cent. 19 Nothing better than 
" ads " facing reading matter. 20 About quar- 
terly. 21 About quarterly. 22 Monthly. 23 As a 
rule, we would, but change cut and designs. 24 
All the time. 26 No, not in our class of work, and 
perhaps in no class. 27 Perhaps 50, well selected. 
28 No. 30 Both, as it builds up a trade and de- 
mand for the product. 

1 Harper & Brothers. 2 New York, N. Y. 3 
Books and periodicals. 4 100. 5 50, 6 80. 7 
35. 9 Subsidiary. 18 Given the same attractive 
setting and relative position, about double. 19 
If not killed by putting border ads. around, at least 
400 per cent. 30 Expense, same as pay of a sales- 
man. 

1 Hay & Todd Mfg. Co. 2 Ypsilanti, Mich. 
3 Ypsilanti Underwear. 4 100. 9 25. 12 100. 
15 No. 16 No. 17 No. 18 33. 19 50. 30 Ex- 
pense. 

1 Helvetia Milk Cond'g Co. 2 Highland, 111. 
3 Highland Brand Evaporated Cream. 4 100. 5 
75. 6 50. 7 90. 8 50. 9 25. 11 95. 14 10. 15 
No. 16 No. 17 No. 18 35 per cent. 19 50 per 
cent. 30 Expense. 

1 The Herendeen Manufacturing Co. 2 Ge- 
neva, N. Y., Chicago, Milwaukee, and Boston. 3 
Faultless Furman Hot Water & Steam Boilers. 4 
40. 5 20. 6 10. 7 6. 8 4. 9 16. 11 100. 13 
100. 14 4. 15 Yes, 1 inch ad. every month. 16 No. 
2 inch ad. e. o. w. 17 No, 2 inch ad. every other 
issue. 1* 100. 19 500. 20 3 or 4 times a year, 
21 Lvery month. 22 Every day. 23 No. 24 
Yes. 25 Yes. 26 No. 28 No. 30 Investment. 

1 The Interior Hardwood Co. 2 Indianapolis, 
Ind. 3 Ornamental Hardwood Floors. 4 100. 5 
30. 9 10. 1110. 12 50. 18 20 per cent. 20 Each 
month. 23 Yes. 26 No. 28 No. 30 Expense. 

1 lvers & Pond Piano Co. 2 183 Tremont St. 
Boston. 3 Pianos. 4 to 14 Impossible to answer in 
a way intelligible to any one else without first in- 
troducing him to all the intricacies of a particular 
concern's business. The end aimed at is the essen- 
tial—this depends upon the individuality of each 



separate house in each trade. The more we learn 
the less we feel like expressing decided opinions 
in this sort of thing. 15 If for a term of 12 mo. 
or over, the larger ad. e. o. mo. for our own trade. 
It would be otherwise for a R. H. time table and 
some other matters. 16 ISo. 17 No. 18 Better 
for our business to have the special position, but 
cannot form opinion in form of percentage. 19. 
Cannot say. Depends on article and how desired 
to treat it. A mere " Sign" is better outside than 
in. Details perhaps otherwise. 20 As often as 
possible. It is like winning a woman's favor. As 
much variety and surprise as possible, but making- 
no mistakes and giving no offence. Be crafty but 
always harmless. Serpent and dove. 21 A good 
one should remain long enough to make an im- 
pression. A bad one ouc next issue. 22 Depends, 
Too indefinite a question. 23 The best thing 
always, if tney tell the story aptly, instantly at a 
glance. 24- If you can get right ones so often. 25 
Yes. 26 Depends on article, price, universality 
or limitedness of consumption, etc. For pianos a 
few publications with larger ads. 27 Depends on 
how thick you want to scatter seed. Whether you 
want to raise hill, row, or broadcast crops. 28 
Yes, if it can be aptly done, otherwise no. 29 
Depends upon idea aimed at — the least number to 
do it smoothly is best. 30 Both, but much more 
largely expense, so much so that it is dangerous 
self-deception to dwell on it as anything but 
expense. It cheats you to call it assets. 

1 The Imperial Granum Company. 2 New 
Haven, Conn. 3 Imperial Granum. 4 100. 5 26. 
6 52. 7 40. 8 40. 10 13. 11 13. 12 13. 13 13. 

14 Don't use. 15 Yes, but it would depend some- 
what on size of the ad. 16 See last question. 

17 No. 18 Always use special positions. 19 
We always try to buy it as cheap as possible ! ! ! 
23 We use them altogether. 24 Possibly. 25 
Yes. 26 Depends on the publications, and the 
article to be advertised. 27 From one, the Youth's 
Companion : — to all, depending on how thoroughly 
it is to be covered. 50 should do it very well. 28 
Cannot see why not. Have never tried to do so. 
29. As many less than 100 as possible. We are 
using 30 to 50. 30 Both ! Also in some instances 
as a speculation ! ! 

1 S. C. Johnson. 2 Racine, Wis. 3 Parquetry 
flooring. 4 52. 9 13. 10 100. 11 100. 12 100. 

15 No. 16 and 17 Don't use daily or weekly 
papers. 20 Every two or three issues. 23 Yes. 
26 Depends on time of year for our goods. 28 
No. 29 Thirty to fifty. 30 Expense. 

1 J. H. Johnston & Co. 2 17 Union Square, N. 
Y. 3 Diamonds, Watches, Silverware, etc. 4 
100. 5 40. 6 30. 7 50. 8 50. 9 1. 11 20. 12 
100. 14 10. 15 Yes. 16 No. 17 Yes. 18 25. 
per cent. 19 50 to 100. 30 Both. 

1 The Jackson Sanatorium. 2 Dansville, N. 
Y. 3 Sanatoriums. 15 Yes. 16 Yes. 17 No. 

18 25 per cent. 19 33%. 30 Judicious adver- 
tising an investment. 

1 I. S. Johnson & Co. 2 Boston, Mass. 3 
Johnson's Anodyne Liniment, Parson's Pills, and 
Sheridan's Condition Powder. 4 25. 5 40. 6 
100. 7 50. 8 50. 10 25. 11 25. 15 Yes, people 
can't remember a month. 16 No. 17 No. 18 
None worth speaking of. 19 25 per cent. 20 
Every issue. 21 Every three months. Every 
week if can. 22 Every week. 23 No. Half and 
half we think best. 24 Yes. 25 Yes. 26 Yes. 
28 No. 29 Not over 150, even 100 is enough. 30 
Investment. 

1 Edwin A. Jackson & Brother. 2 50 Beekman 
St., New York, N. Y. 3 Grates & Fenders, etc. 



ADVERTISING OPINION. 



8T 



4 GO. 5 18. 6 12. 7 10. 8 10. 9 100. 10 10. 
11 15. 12 20. 15 Yes. 16 Yes. 17 Yes. 18 
50. 19 Not so good as facing reading. 20 Every 
issue. 21 Every issue. 22 Every issue 23 Yes. 

24 Use always. 25 Yes, always. 26 No. 27 5, 
trade and 5 munthly magazines. 28 No. 29 100, 
preferably less. 30 Investment. 

1 Keystone Mfg. Co. 2 Sterling, 111. 3 Ag- 
ricultural Implements. 6 Agricultural, 100. 9 
Impossible to know. 15 Yes. 16 No. 17 
Don't use dailies. 18 25 per cent. 19 Don't use 
magazines. 20 Don't use magazines. 21 Need 
not be very often in our line, say once a month, 
23 Yes, for our line. 25 Yes. 27 About 30, 
Agricultural. 28 No. 30 Both. 

1 Kahn Tailoring Co. 2 Indianapolis. 3 
Evening Dress Suits. 4 5 100. 15 Yes. 16 No. 

17 No. 22 Daily. 2jS No. 28 No. 30 Ex- 
pense. 

1 FredW. Kelsey. 2 145 Broadway, N. Y. Citv. 
3 Hardy Trees, Shrubs and Plants. 4 100. 5 25. 
6 25. 7 40. 8 25. 9 60. lo 40. 11 65. 12 
75. 13 15. 14 30. 15 Yes. every month. 16 
Yes, every week. 17 No. 18 Say twenty-five per 
cent. 19 Thirty or tbircy-three and one third per 
cent. 20 Once or twice a year. 21 Three to six 
times a year. 22 Ten to twenty times a year. 23 
No, show type preferred at same cost. 24 No. 25 
Very seldom, only in special cases like Beecher's 
picture Pear's Soap. 26 $1,000 in each 100. 28 
Yes r but very few items. 29 One fifth to one 
third for show type. 30 Ex. always. The prin- 
ciple is never secure (as an " investment " should 
be), and the returns are speculative and necessa- 
rily uncertain. 

1 J. L. Lochner, Jr. 2 86 State St., Albany, N. 
Y. 3 Book entitled "Artistic Homes in City and 
Country," by Fuller & "Wheeler, Architects. 15 
Yes. ie Yes. 17 Yes. 18 25 per cent. 19 
About 25 per cent. 20 Monthly magazine about 
every three or four months. 21 About every 
month. 22 Weekly. 23 Yes. 25 Yes. 26 Yes. 
28 Yes. 30 Investment. 

1 Lawrence, Butler & Benham. 2 Columbus, 
Ohio. 3 Carpets, Curtains, Rues. 4 Good. 5 
Fair. 6 No experience. 11 Only fair. 12 Good. 
13 No good. 14 No good. 15 Yes, monthly. 
16 Yes, weekly. 17 Every other issue. 18 Say 

25 per cent. 19 25 per cent. 20 Depends on 
line advertised. 21 Every week. 22 If run 
daily e. o. d. If e. o. d. every week. 23 No. 24 
Would use cuts about one third. 25 Yes. 26 
Would prefer the latter and take best mediums. 
27 Don't know. 28 Yes. 30 It is both. If prop- 
erly done, it is investment, if not, it is the deadest 
possible expense. 

1 Lake Erie Mfg. Co. 2 Erie, Pa. 3 Washers 
and Wringers. 4 75. 5 100. 6 80. 7 50. 8 60. 
9 40. 11 75. 12 75. 15 Yes. 16 No. 17 No. 

18 10 per cent. 19 20 per cent. 20 Every issue 
21 Every month. 22 Every three davs. 23 
Yes. 26 No. 27 Twenty-five. 28 No. 29 
Three hundred. 30 Investment. 

1 The Larkin Soap Mfg. Co. 2 Buffalo, N. Y. 
3 Soap and toilet articles direct to consumers. 
Religious papers of first class, 100. 4 80. 5 70. 
6 50. 7 40. 8 45. 9 35. 11 60, This covers a mul- 
titude of sins. Circulars never pull alike. It de- 
pends on the offer. 12 30. 14 35. 15 No. 16 
No. 17 No. 18 20 per cent. 19 33 per cent. 
20 Advice to a man about to insert an ad- 
vertisement. Don't. A poor ad. should always be 
charged for a better. A bold, striking, peculiar 
advertisement gathers force as it flies and should 
not be changed. 21 It depends. 23 Yes. 24 



Yes, few people read but all like pictures. 25 
We find they pay us. 26 Yes. 27 One hundred 
will cover the U. S. thin but fairly well. 28 No. 
29 The fewer words the better in any ad. as long- 
as the story is told. 30 Both. 

1 Lake Shore & Michigan Southern Railway Co- 

2 Cleveland. Ohio. 4 75. 5 40 6. 100. 7 100. 
8 80. 9 25. 11 For special occasions 25. 12 25. 
13 25. 15 Yes. 16 Yes. 17 Yes. 18 40. 19 
50. 20 For display advertising, in railway busi- 
ness about every three months. 21 We have,, 
many times, special excursions, reduced rates,, 
changes in train service, etc., necessitating fre- 
quent changes. 22 Same as 21. 23 Yes, if or 
nature of trade-mark. 24 Yes, they certainly at- 
tract attention. 25 Yes. 26 Depends upon what 
we are advertising; generally speaking, yes. 28 
In our business yes. 30 Both. 

1 H. C. Townsend, 2 G. P. Agt., St. Louis. 3 
Missouri Pac. Ry. 4 50. 5 25. 6 50. 7 100. 8 
25. 9 25. IO 25. 11 50. 12 50. 13 25. 14 50. 
15 No. 16 No. 17 No. 18 50 per cent. 19 
50 per cent. 20 Every issue. 21 At least once a 
month. 22 Once a month. 23 Yes. 24 No. 25 
Yes. 26 No. 27 The leading magazines and 
leading dailies in large cities. 28 No. 29 As 
few words as possible to express yourself. 30 A- 
necessary expense to make more money. 

1 The D. F. Morgan Boiler Co. 2 Akron, O., 

3 Heating Boilers. 4 40. 5 15. 6 15. 7 25. 8- 
10. 9 5. 10 5. 11 signed 50. 12 40. 14 25. Personal 
soliciting, 100 per cent. 15 Yes. 16 Yes. 17' 
Yes. 18 Class advertising the best. 20 Never. 

21 Never. 22 Never. 23 Yes. 25 Yes, all the 
time. Make your cut a trademark. 26 No. 27 
Never found out. 28 No. 29 Use an electrotype 
altogether. 30 Expense until you get it just 
right, then an investment. 

1 The McDowell Garment Drafting Machine 
Co. 3 Garment Drafting Machine. 4 10. 5 50. 
6 10. 7 20. 8 75. 9 100. 10 10. 11 20. 1* 
5. 13 5. 14 5. 15 Yes. 16 No. 17 No. 1& 
50 to 100. 19 25 per cent. 20 Every three inser- 
tions. 21 Once a month. 22 Once a week. 23 
Yes. 26 Yes. 27 20. 28 No. 29 200. 30 Expense. 

1 Monroe Eraser Mfg. Co. 2 L. A. Nichols 
Adv. Mgr., La Crosse, Wis. 3 Ink Erasing; 
Pencil. 6 25. 7 100. 8 50. 9 10. 16 Yes. 17 
Yes. 18 Only use want column. 21 6 months. 

22 2 months. 26 No. 27 25. 28 No. 30 In- 
vestment. 

1 Morse Bros. 2 Canton, Mass. 3 Rising 
Sun Stove Polish, Country newspapers, 100. 4 
50, Religious papers, 100. 5 50. 6 25. 7 25. 
8 Violates 4th com: don't adv. 9 25. IO 
75, Good judiciously placed. 11 10. 12 10. 13 
10. 14 5. 15 Yes. 16 Yes. 17 Yes. 18 10 
per cent. more. 19 If colored very little. 20 
No change on proprietary articles. 21 Same. 2£ 
Same. 23 Yes. 24 All time. 25 Yes. 26 Yes. 
27 Don't know. 28 No. 29 Too many. SO- 
Both. 

1 Mason & Hamlin Organ and Piano Co. % 
Headquarters, 154 & 155 Tremout St., Boston. 
Branches, New York and Chicago. 3 Reed Cabi- 
net Organs and Pianos. 4 100. 5 100. 6 100. 7 40. 
8 20. 9 10. 11 100. 12 80. 13 10. 14 If good, 
100. 15 Depends on circumstances. 16 No. 17 
No. 18 50 per cent. 19 50 per cent. 20 Oftener 
the better. 21 Oftener the better. 22 Of tener the 
better. 23 No. 24 Yes. 25 Yes. 26 Yes. 28 
Yes, if properly. 30 Both. 

1 James McCutchon & Co. 2 64 W. 23d St., New 
York. 3 Linens. 4 to 14 We use but few medi- 



88 



ADVERTISING OPINION. 



urns, but these are of the best from our standpoint. 
Afternoon papers, morning dailies to a limited ex- 
tent, monthly magazines, high-priced religious 
weeklies, etc., circulars and catalogues bring good 
returns as a rule. 15 Yes. 16 Yes. 17 No. 18 
Perhaps 20 per cent. 19 100 per cent. 20 Every 
month. 21 Every week. 23 Yes. 24 No, all the 
time. 25 Above answers this. 26 That would de- 
pend entirely on the nature of the business adver- 
tised. 27 That, too, largely depends on what you 
want to sell. 28 One thing at a time. 29 40 to 50 
words. 3U Both. 

1 T. H. McAllister. 3 49 Nassau St., N. Y. City. 
3 Magic Lanterns and Stereopticons. 4 50. 5 75. 6 
■80. 12 Our own, 100. 15 Yes. 16 No. 18 50 per 
ceut. 19 25 per cent. 25 Yes. 26 Yes. 28 No. 
SO Investment. 

1 Meriden Britannia Co. 2 Meriden, Conn. 3 
Silver plated ware, trade mark for spoons, knives 
and forks, etc. 4 O. K. 12 O K. 15 Yes. 1<> No. 

17 No. 19 20. 20 Every other issue. 23 Depends 
upon the goods. 24 Yes. 25 Yes 26 No. 28 Yes, 
if the same line of goods, but different articles. 
30 Expense. 

1 Murphy Varnish Co. 2 Newark, N. J. 3 Var- 
nishes. 4 40. 6 10. 9 20. 11 10. 14 20. 15 Yes. 
16 Yes. 17 No. 18 25 per cent, to 50 per cent. 19 
25 per cent. 30 Expense. 

1 The Manhattan Life Insurance Co. 2 156 
Broadway. 3 Life Insurance. 4 100. 5 30. 6 30. 
7 75. 8 30. 9 40. 11 60. 12 10. 14 50. 15 
Monthly. 16 Weekly. 17 No. 18 Ten times. 19 
Ten times. 30 Expense largely, as it must be kept 
up, but is also investment. 

1 Mayer, Strause & Co. 2 412 Broadway, New 
York. 3 C. B. a le" Spirite Corsets. 4 100. 5 6. 6 
15. 7 100. 11 30. 12 9. 14 The goods which we ad- 
vertise, 20. 15 A 2 in. every other month equalizes 
a 1 in. every month, there is no difference. 16 
There is no difference. 17 A 2 in. every other day. 

18 50 per cent. 19 50 per cent. 30 Investment, 
the advertising expenses should be charged off to 
expense account gradually. 

1 Mason & Risch. 2 Worcester, Mass. 3 Vo- 
cation Organs. 4 30. 6 30. 7 5. 9 10. 11 25. 12 
25. 15 No; good require large space. 16 No. 17 
No. 30 Necessary expense. 

1 Magee Furnace Co., Albert N. Parlin, Treas. 
•2 32 to 38 Union St., Boston. 3 Heating and cook- 
ing apparatus, furnaces, ranges, and stoves. 4 50. 
5 70. 6 100. 9 35. 10 20. 11 20. 12 40. 13 20. 

14 20. 15 No. 16 No. 17 No. 18 25 per cent. 

19 50 per cent. 20 As often as new iroods are to 
be noticed. 21 Same. 22 Same. 23 Yes.' 24 
Yes. 25 Yes. 26 No. 28 No. 30 Both. 

1 A. A. Marks. 2 701 Broadwav, New York City. 
3 Artificial limbs. 4 20. ft 20. 6 40. 7 20. 8 20. 
9 20. 10 20. II 100. 12 100. 14 40. 15 No. 16 
No. 17 No. 18 25 per cent. 20 Every 4th issue. 
21 Every 4th issue. 22 Every week. 23 Yes. 26 
Yes. 29 One half cut and balance in small tvpe. 
30 Both. 

1 National Typewriter Co. 2 Rooms 32, 33, 34, 
No. 611 Washington Street, Boston, Mass. 3 Type- 
writers and typewriter supplies. 4 31. 5 31. B 100. 
7 14. 8 No good. 9 Percentage small. 10 90 11 
7. 12 Essential. 13 No results. 14 Cannot name. 

15 Yes. 16 Yes. 17 No. 18 50 per cent, better. 
19 Cannot estimate. 20 Better change every 
month. 21 If convenient change every week. 22 
If convenient change every day. 23 Yes. 24 Cuts 
all the time. 25 Certainly.* 26 Better expend $1000 
in 100 publications. 27 From 20 to 50 will cover 
entire U. S. 28 No. 29 120 words to 4 inches. 30 



A matter of investment. Chances. Success de- 
pends entirely upon the way the ad. reads, and the 
merit of the article advertised. Cannot determine 
results without persistent and careful attention to 
details. 

1 The National Cloak Co. 2 21 Wooster St., New 
York, N. Y. 3 Cloaks. 4 25. 5 100. 12 Valuable 
when used to supplement magazine advertising. 
15 Yes. 16 No. 17 No. 18 Impossible to answer 
definitely. Depends a great deal on the make-up 
of the paper. 19 Do not know. It may be worth 
nothing extra. 20 Every insertion. 21 Every in- 
sertion. 22 Every inse tion. 23 Yes. 26 No. 27 
Depends on the article you are advertising. 28 
No. 29 Depends on wherber you wish to reach men 
or women, and in what publications you are adver- 
tising. 30 Expense primarily. Investment sec- 
ondarily. 

1 Noyes Bros. 2 426 Washington St., Boston. 
3 Blanket wraps and gen'l mdse. 4 100. 5 31. 6 
75. 7 31. 8 100. 9 9. 10 40. 11 75. 12 15. 13 8. 
14 15. 15 Yes. 16 Yes. 17 No. 18 25 per cent. 
19 20 per cent. 20 If a specialty, never change. 
If general stock, every issue. 21 As above. x2 As 
above. 24 All the time if "fine cuts" are used. 

25 Yes. 26 Yes. 27 20 first-class ones. 28 No. 
29 40. 30 Investment. 

1 North Packing & Provision Co. 2 33 & 34 
North Market St., Boston. 3 Pork products and 
specialties. 4 75. 5 25. 6 75. 7 100. 8 75. 9 75. 

10 100. 11 75. 12 50. 13 50. 14 50. 15 Yes. 16 
Yes. 17 Yes. 18 50 per cent. 19 50 per cent. 20 
Quarterly. 21 Quarterly. 22 Monthly. 23 No. 
24 Yes. 25 Yes. 26 Yes. 28 Yes. # 30 Both ex- 
pense and investment. 

1 Ostheimer Brothers, 406 Broadway, New York, 
917 and 919 Filbert Street, Philadelphia. 3 
Genuine Guyot Suspenders. 4 20. 5 20. 6 20. 7 
40. 8 20. 9 20. 11 100. 12 80. 14 80. 15 Yes. 16 
Yes. 17 Yes. 18 80 per cent. 19 50 per cent. 30 
Both. 

1 The Osgoodby School of Stenography. 2 
Rochester, N. Y. 3 Phonetic Shorthand Publi- 
cations. 15 Yes. 16 Yes. 17 Yes. 20 We seldom 
change. 23 If it is one of the cuts in frequent use 
nowadays, that needs an explanation, throw it out 
altogether. They're a humbug. 26 No. 27 Don't 
know. 28 No. 30 I have gone upon the idea that 
it is an investment, but I rather guess it is an 
expense. 

1 Pittsburgh Brass Co. 2 Pittsburgh. 3 The 
Pittsburgh Lamp. 4 100. 5 75. « 60. 9 15. 10 10. 

11 20. 12 40. 14 10. 15 Yes. 16 Yes. 17 Yes. 
18 25 per cent. 19 5u per cent. 20 Each issue. 
21 Each issue. 22 Each issue, if possible. De- 
pends somewhat on the article. 23 No. 24 prob- 
ably. 25 Yes. 26 In our business, no. 28 No. 29 
About 75. 30 Both. 

1 Pall Mall Electric Association. 2 842 Broad- 
way, N. Y. City. 3 Corsets, Curlers, Brushes, 
Safety Razors, Plasters. 4 100. 5 55. 6 28. 7 4. 
8 4. 11 6. 12 6. 15 The smaller continuous adv. 
by all means. 16 In weekly papers I should prefer 
every other week. 17 Prefer putting adv. in every 
third issue of daily. 18 Small advs. gain by posi- 
tion more than large. About 10 per cent, for 
medium advs. 19 This differs greatly. I do not 
attach so much importance to it ; but it will average 
something, say 15 per cent. 20 Never change an 
adv. as long as it pays. 21 Keep at a winning card 
continually. 22 The same reply as above. 23 At- 
tractive cuts, with brief, lucid explanations, are 
best always in our line. 24 Answer as above. 25 
By all means, if the article can stand public gaze. 

26 I lean to the first method. 28 Lord Beacons- 



ADVERTISING OPINION. 



89 



field says that one flavor for one dinner is enough ; 
the mere memory of others will suffice. 29 150, for 
this will enable all to read at a glance and without 
glasses — 150 words will usually describe very well. 
30 It would be hardly fair to inventory advertising, 
owing to the generally accepted theory that it is 
always more or less of a problem as to results. It 
is a contingent expense upon every line of trade, 
and to figure results in advance would be to revel 
in a fool's paradise. 
1 Peek and Son. 2 Broadway & 47th St., N. Y 

3 Pianos. 4 75. 5 60. 6 50. 7 100. 8 100. 9 10. 
10 15. 11 80. 13 40. 14 1. 15 Yes. 1(J No. 17 
Yes. 18 25 per cent., unless in classified column, 
in which case the latter is preferred. 19 50 per 
cent. 20 to 22 Depends on circumstances. 23 No. 
34 Depends on medium. In magazines, yes. 35 
Yes. 26 Yes. 39 Depends on article advertised 
and medium. Pew words are best. 30 Both. 

1 J. F. Pease Furnace Co. 3 Main Office, Syra- 
cuse, N. Y. 3 Steam and hot water heaters, and 
warm air furnaces. 4 100. 6 Some 50. 7 Never 
extensively used. 9 Some 100. 11 Right kind 
properly directed, 100. 13. Have great influence. 

14 Some, excellent in same connection as 11. 15 
No, because in some months people are more inter- 
ested in heating. 16 No. 17 Yes, if next reading 
of interesting nature. 18 500 per cent. Don't re- 
gard run of the paper as of much value. 19 Regard 
it as less in value. Much prefer inside classified 
location. 30 As often as one can be convinced that 
a new adv. is more attractive than its predecessors. 
21 Depends on character of paper and location of 
adv. 33 Same as above. 23 Depends on the paper 
(stock). In the average daily, no ; in those period- 
icals which can print a cut well, yes. 24 According 
to above. 25 Sure. 28 Sometimes. Generally 
think that it is better to change and devote one 
adv. to one kind of heater. 30 Both, for a certain 
period. 

1 Colonel Albert A. Pope, President, Pope Mfg. 
Co. 3 Boston, New York, Chicago. 3 Columbia 
Bicycles. 4 100. 5 75. 6 75. 7 50. 8 50. 9 Bicycle, 
60. 10 50. 11 5. 13 100. 13 75, 14 25. 15 Yes. 
16 Yes. 17 No. 18 25 per cent. 19 100 per cent. 
30 Every time. 31 Nearly every time. 22 Often 
as you can. 23 No. 24 Yes. 25 Yes. 26 No. 27 
About 50. 28 Generally, no. 29 100. 30 Both. 

1 The Lydia E. Pinkham. Medicine Co. 2 Lynn, 
Mass. 3 Lydia E. Pinkham's Vegetable Compound, 

15 Yes. 16 Yes. 17 No. 18 At least 25 per cent. 
19 There are inside positions I should prefer. De- 
pends on what Inside space you allude to. 20 
Every issue. 21 Every issue. 23 Every issue. 23 
No. 24 Yes. 25 That depends on the cut. 26 No. 
28 No. SO Sometimes one, sometimes the other, 
and sometimes both. 

1 Postal Shoe Co. 2 149 Congress St., Boston, 
Mass. 3 Boots and Shoes. 5 100. 6 75. 13 100. 
15 Yes. 16 Yes. 30 Both. 

1 Alfred Peats. 3 Chicago, 111. 3 Wall Paper. 

4 5. 5 100. 6 10. 9 25. 15 Yes. 16 Yes. IS 10 
per cent. 30 Investment. This refers to mail 
order business only. 

1 Pond's Extract Co. 3 76 Fifth Ave., New 
York. 3 Pond's Extract. 4 80. 5 50. 6 90. 7 
100. 14 70. 15 No. 16 No. 17 No. 18 Depends 
on the size and display of advertisement. If very 
large n. r. m. wortn no more, if small worth 25 per 
cent. more. 19 100 per cent. 30 Always charged 
to expense and so considered, but to a certain ex- 
tent it is investment. 

1 Premier Cvcle Company. 3 844-6 Eighth Ave., 
New York. 3 Cycles and Cvcle Accessories. 4 100. 
6 60. 7 20. 8 100. 9 100. 1120. 13 4. 14 20. 15 Yes. 



16 Yes. 17 No. 18 300 per cent. 19 None. 30 
Both. 

1 The Powers Duplex Regulator Co. 2 90 Illinois 
St., Chicago. 3 Temperature Regulators. 4 100. 9 
50. 12 50. 15 Every month. 16 Yes. 17 Yes. 18 
Can't tell. 20 Everv three months. 22 Every 
week. 23 Yes. 26 Yes. 27 That depends. 28 No. 

29 100. 30 Both. 

1 The J. A. Pozzoni Medicated Complexion 
Powder Co. 2 St. Louis, Mo. 3 Pozzoni's Com- 
plexion Powder. 4 50. 5 100. 6 25. 7 75. 8 60. 
9 5. 10 100 if good. 13 5. 13 25. 14 25. 15 Yes. 
16 Yes. 17 No. 18 10. 19 Prefer inside. 30 
At least four times a year. 31 At least four times 
a year. 33 Change daily. 23 No. 24 Yes. 25 Yes. 
26 No. 27 About 25. 28 No. 29 As few as pos- 
sible. 30 Both. 

1 Reed & Carnrick. 2 449 Greenwich St., New 
York. 3 Kumysgen (an invalid's food). Infant 
food, Lacto Preparata and Carnrick's Food. 4 100. 
5 100. 6 75. 9 50. 11 25. 12 10. 14 10. 15 Yes. 
16 Yes. 18 High grade magazines no difference; 
family magazines 50 per cent. 19 50 per cent. 30 
Both. 

1 Richmond Stove Co. 3 Norwich, Conn. 3 
Stoves, Furnaces, Steam and Hot Water Boilers. 
4 50. 5 100. 6 100. 7 25. 8 10. 9 50. 11 75. 13 
25. 14 25. 15 Yes. 16 Yes. 17 No. 18 75 per 
cent, better. 19 Doubtful. 30 Expense. 

1 Rochester Lamp Co. 3 42 Park Place and 37 
Barclav St., New York. 3 Rochester Lamps, 2700 
varieties. 4 100. 6 40. 7 100. 9 60. 11 to 13 
necessary. 15 Yes. 16 No. 17 No. 18 Perhaps 
50 per cent. 19 If inside is first or last i >age, none. 

30 Every isstie. 31 Every week. Would prefer 
three or four electros and. alternate. 33 Every 
day; but a good ad. will do to run again after 
lapse of week or so. 33 Yes, and beautiful, strik- 
ing ones, no abortions. 34 A short, crimpy ad. 
occasionally all in type will do. 35 Yes. 36 No; 
yet I would not ignore country papers entirely. 
37 100 leaders and 5000 country papers, including 
county seat dailies. 38 No. 39 I never change the 
" reader," but alternate the ad., other electros, in 
high price mediums, but never change it in ordi- 
nary country papers. 30 Both. 

1 Richardson Manufacturing Co. 3 Bath, N. Y. 
3 Perfection Cake Tins. 4 to 14 As we advertise 
exclusively for agents we use only monthlies of 
large circulation. They pay us best for money 
invested. 15 Yes. 16 Yes. 17 Yes. 18 25 per- 
cent., perhaps more. 19 25 per cent. 30 to 32 If 
the ad. suits you, don't change. 33 If attractive 
and artistic and sufficient space is used, yes. 34 
Yes. 35 Yes, if they properly show the articles 
advertised. 36 It depends on the nature of ad. and 
what you are after and what the mediums are. 28 
No. 29 As few as possible to make your wants 
known, while space is a good investment. 30 If 
the medium pays, it is an investment, if not it is 
decidedly an expense. 

1 Geo.E. Randall, Eastern Manager The Star. 2 
Kansas City, Mo. 4 First class. 6 Good. 7 100. 
8 25. 15 Every month. 16 Every week. 17 
People buy things every day. 18 Generally 25 per 
cent. 1 9 Knowledge limited, presume 50 per cent. 
30 Every issue. 31 Every issue. 32 Every 
issue. 23 If changed; yes. 35 Decidedly. 36 
1000 in 100 good publications. 27 The large city 
papers with their weeklies. 28 No and yes — dry 
goods, etc., in using a column or little less' can with 
advantage introduce more than one. 29 A few 
concise bright words usually with prices ; fewer 
the better. 30 More than an investment, as it 
produces more than average interest; it is the 
stimulus and life of trade. 



90 



ADVERTISING OPINION. 



1 Rouse, Hazard & Co. 3 Peoria, 111. 3 Cycles. 
4 100. 5 60. 6 40. 8 20. 9 80. 11 20. 13 80. 15 
Yes. 16 Yes, e. o. w. will do nearly as well. 17 
In dailies we believe in striking ads. published at 
intervals rather than smaller ads. daily. 18 This 
varies with publications from 5 to 50 per cent. 30, 
21 Frequently. 33 Never use same ad. twice. 

33 Yes. «6 $1000 in 100 publications. 21 200. 28 
No. 29 Depends on article advertised or manner 
trade is worked. 30 Both. 

1 J. H. Rushton. 2 Canton, N. Y. 3 Boats, 
canoes, and their fittings of oars, paddles, sails, 
etc. 4 75. 5 25. 6 10. 7 10. 8 10. 9 100. lo 25. 
11 50. 12 100. 13 10. 15 Yes. 16 Yes. 17 No. 
18 25. 19 25. 20 1 to 3 months 21 2 to 4 weeks. 
2 i 1 day to 1 week. 23 Yes. 26 No. 27 Depends 
on the goods. 38 Depends on space used. 30 
Expense. 

1 The Ripans Chemical Co. 2 10 Spruce St., 
New York City, N. Y. 3 The Ripans Tabules. 15 
Yes. 16 Yes. 17 Yes. 18 25. 19 25. 20 As often 
as the magazine is issued. 21 Think a series of 
about six changed weekly and rotated a good 
plan. 22 Think a series of about ten changed 
daily and rotated a good plan. 33 Yes. 34 No. 35 
Yes. 36 Yes. 37 15,000. 38 No. 39 200. 30 Both. 

1 Standard Mfg. Co. 3 Pittsburgh. 3 Bath tubs 

4 100. 5 25. 9 10. 15 Yes. 16 No. 18 Depends 
on mediums. 25 per cent. 19 25 per cent. 20 Each 
issue. 21 4th insertion. 23 Yes. 36 No. 38 No. 
30 Both. 

1 Smith Wheel Chair Concern. 3 120 William 
St., New York City. 3 Wheelchairs. 4 100. 5 100. 

13 100. 15 Yes. 16 No. 17 No. 18 (Double) 100 
per cent. more. 19 50 per cent. 30 Monthly. 31 
Weekly. 33 Daily. 33 Yes. 34 No. 35 Yes. 36 
Yes, the 100 or 1000 to be of same constituency. 37 
Depends on the article advertised. 38 Yes, and no, 
according to character of the second thing. 39 
fewest possible. Know no numerical limit to 
apply generally. 30 Expense. 

1 Smith & Anthony Stove Co. 3 48 to 54 Union 
St., Boston, J. K. Prescott, Secy. 3 Stoves, Fur- 
naces, and Plumbing Appliances. 4 Fourth choice. 

5 No value. 6 Religious, fifth choice. 9 Third 
choice. 10 Sixth choice. It Second choice. 13 
First choice. 13 No value to us. 14 No value to 
us. 15 Yes. 16 Yes. 17 Yes. 18 50 per cent. 19 
None. 30 to 33 Every issue. 33 Would not advise 
continuous use of any one style of cut or make-up. 

34 About one half ; see next question. 35 Yes, 
cut or attractive design which would be the equiv- 
alent of a cut. 36 I should prefer the latter. 37 
We don't cover so much in our business. 38 No. 
39 One third space in type ; two thirds space in 
cut. HO Expense for our business, for the amount 
of our advertising would not realize us anything 
in selli.ig out oar business. 

1 Fred H. Sander. 3 146 Franklin St., Boston, 
Mass. 3 Symphonion Music Box. 5 100. <; 25. 7 
10. 8 25. 9 10. 11 5. 13 25. 15 No. 16 No. 17 
No. 18 5 to 10 per cent. 19 10 per cent. 20 Every 
third issue. 21 Every time. 33 Every time. 33 
No, not the same. 24 Yes. 25 Yes. 26 No. 28 
No. 30 Gambling. 

1 Shaw Piano Co. 2 Erie, Pa. 3 Pianos. 4 75. 
5 10. 6 20. 7 90. 8 10. 9 90. 10 100. 12 100. 13 No. 

14 100. 15 No. 16 No. 17 Yes. 18 100 per cent, 
next reading matter. 19 100 per cent. 20 Every 
month. 21 Every week. 22 3 times a week. 23 
Notentirelv. 24 Yes. 25 Yes. 2* Hard to say. 
28 No. 549 The fewer the better. 30 Both. 

1 Standard Coal & Fuel Co., by W H. Trumbull, 
Treas. 3 66 Equitable Building, Bo ton. 3 " Kem- 
Kom," The Coal Saver. 4 100. 5 100. 6 100. 7 85. 



8 75. 9 50. 10 100. 11 75. 12 100. 15 Yes. 16 
Yes. 17 No. 18 25 per cent. 19 50 per cent. 20 
to 22 Every time. 23 No. 24 Yes. 25 Yes. 36 
No. 37 50. 38 No. 39 50.. 30 Investment. 

1 Sargent Mfg. Co. 3 814 Broadway, N. Y., or 
Muskegon, Mich. 3 Invalid's Furniture and Li- 
brary Supplies. 4 100. 5 40. 6 50. 7 25. 8 25. 

9 50. 11 75. 13 75. 15 Yes. 16 No. 17 No. 
18 25. 19 50. 30 to 33 When it loses its force. 
33 Yes. 24 No. 25 Yes. 26 No. 37 50. 28 
No. 29 Let cut do the display, use good head 
line and address, and say what is necessary in as 
few words as possible. 30 Both. But charge to 
expense. 

1 The Spencerian Pen Co. 2 810 Broadway, N. 
Y. 3 Steel Pens. 4 50. 5 50. 6 60. 7 10*. 8 
100. 11 Only 20. 13 20. 14 25. 15 Yes. 16 
No. 17 No. 18 25 per cent. 19 50 per cent. 20 
Every three issues. 21 Once a month. 22 Once 
a month. 23 No. 24 Yes. 25 Yes. 26 Yes. 
27 100. 28 No. 29 Few words, open space. 30 
Investment. 

1 H. B. Smith Machine Co. 2 Smithville, Bur. Co., 
N. J. 3 Wood-Working Machinery & Bicycles. 

4, 5 For bicycles, 85. 9 For w.-w. mchy. 45. 

10 For bicycles 45. 11 60. 12 100. 15 Yes. 16 
Yes. 17 Yes, for mchy. 18 10 per cent. 20 
Quarterly. 23 Yes, in our business. 26 100 in 
1,000 for Bicycles. 1,000 in 100 for mchy. 27 20 in 
mchy. 28 No. 

29 Short speech suffices deep thoughts to show, 
When you in wisdom say ves orno. 
30 Both. 

1 J. D. Spreckels & Bro. Co. 3 327 Market St. 
San Francisco, Cal. 3 Honolulu Toui's, Oceanic 

5. S. Co. 16 No. 33 Yes. 30 Expense. 

1 The A. J. Showalter Co. 2 Dalton, Ga. 3 
Sheet Music, Music Books, Instruments, etc. 4 
100. 5 90. 6 60. 7 75. 8 Don't advertise in 
them. 9 50. 10 75. 11 40. 13 90. 15 Twice as 
large, every other month. 16 Same as above. 17 
Same as above. 18 33% per cent. 19 50 per cent. 
30 Monthly. 31 Monthly. 33 Weekly. 23 A 
judicious admixture is best. 24 About 30, yes. 25 
Yes. 26 $100 on 1,000. 27 750 to 1,000. 28 One 
thing at a time is the most effective. 29 100. 30 
Both. 

1 Stover Mfg. Co. 2 Freeport, 111. 3 Imple- 
ments, Hardware. 6 100. 9 100. 15 Yes. 16 
Yes. 17 No. 23 Yes. 26 Yes. 38 No. 30 
Expense. 

1 Isaac A. Sheppard & Co. 2 Third and Berks 
Streets, Philadelphia, Pa. 3 Ranges and Furnaces . 
Business wholesale only, hence do not advertise to 
reach general public so much as dealers. 4 Ex- 
perience too recent to judge. 9 50. 11 75. 12 
100. 14 25. 15 No. 16 No. 17 No. 18 Yery 
little, possibly not over 10 per cent. 19 Have no 
idea. 30 Both. Some money must necessarily be 
spent without result, even by the most careful and 
judicious advertiser. Such must be classified as 
expense. 

1 The South American Corrocco Co., C. P. Brown, 
Treas. & Secy. 3 New York Office, 78 Maiden Lane. 
3 Corrocco Tablets. 4 60. 5 60. 6 100. 9 40. 11 
60. 14 80. 15 Yes. 16 Yes. 17 No. 18 20 per 
cent. 19 40 per cent. 30 We consider judicious 
advertising as an investment. 

1 Surbrug. 3 159 Fulton St., N. Y. City. 3 Gold- 
en Sceptre, for the pipe. 4 And Puck, Life, etc., 
100. 9 20. 11 10. 13 60. 14 10. 15 Yes. 16 Yes. 
17 Yes. 18 70 per cent. 19 100 per cent. 30 Both. 

1 Standard Fiber- Ware Company. 3 Mankato, 
Minn. 4 35. 5 100. 6 60. 7 10. 8 50. 9 75. 10 



ADVERTISING OPINION. 



91 



20. 11 15. 12 30. 13 55. 14 25. 15 Yes. 16 

Yes. 17 No. 18 25 per cent. 19 20 per cent. 20 
Twice a year. 21 Every 2 to 4 months. 22 
Pretty often. 23 Yes, if they attract attention 
best. 24 Yes, and more too. 25 Yes. 26 Yes. 28 
Yes, more than one article, but one line. 30. 
Expense. 

1 The Schumacher Gymnasium Co. 2 103-121 
State St., Akron. 3 Chest Weights and Genl. Gym. 
App. 4 100. 5 50. 6 75. 7 35. 8 20. 11 50. 12 
80. 15 No. 16 Yes. 17 Yes. 18 10. 19 25. 20 3 
to 6 months. 21 -tissues. 22 Don't use 'em much. 
23 Yes. 25 Yes. 26 No. 27 50. 28 Yes (some- 
times). 30 Both. 

1 Sherman & Butler. 2 Chicago. 3 Combination 
Flour Bin & Sieve. 4 50. 5 100. 9 20. 11 30. 15 
Yes. 16 Yes. 18 10 per cent. 20 Quarterly. 21 
60 to 90 days 23 Yes. 24 No. 25 Yes. 26 
No. 27 100. 28 No. 29 200. 30 Investment. 

1 The Seneca Falls Mfg. Co 2 Seneca Falls, N. 
Y. 3 Foot and Hand Power Machinery. 4 30. 5 
10. 6 10. 7 4. 8 6. 9 100. 11 10. 12 30. 15 
Would prefer every month. 16 Would prefer every 
week. 17 Would prefer every other issue. 18 10 
per cent. 19 10 per cent 20 That depends on 
the article or goods advertised. 21 tThat depends 
on the article or goods. 22 That depends on 
the article or goods. 23 In a majority of cases, 
yes. 24 Better half of tne time than not at all. 

25 Yes. 26 Yes, 1000 publications preferable. 
28 That depends on the article or goods. 29 100 
words. 30 Both. 

1 The Saratoga Kissengen Spring Co. 3 Sara- 
toga Kissingen Water & Ginger Ale. 4 30. 6 30. 
7 100. 12 40 15 No. 16 Yes. 17 No. 18 20 
per cent. 19 100 per cent. 20 e. o. m. 21 e. o. w. 
22 Once each week. 23 Yes. 24 Yes. 25 Yes. 

26 No. 27 All that are published are not too 
many. 28 Yes. 29 Eighty to one hundred. 30 
Both. 

1 Thompson Manufacturing Co. 2 Elkhart, 
Indiana. 3 Lawn Sweepers and Rollers. 4 100. 
5 50. 6 to 14 We are young and have had but 
little experience. 

1 Lewis G. Tewksbury. 2 50 Broadway, 41-43 
New Street, N. Y. 3 Banking and Stock Business. 
4 13. 6 25. 7 31. 8 31. 11 Properly forwarded, 
100. 15 Yes. 16 Yes. 17 Yes, constantly keep 
your name before public. 18 Depends what you 
are advertising. 19 10 per cent, more see it. 20 
Every edition in some branches. 21to2.> Depends 
what you are advertising. 26 Yes. 27 25 in 
proper manner. 28 No. 

1 Travelers Ins. Co. 2 Hartford, Conn. 3 Life 
and Accident Insurance. 4 100. 5 20. 6 50. 7 
100. 8 50. 11 50, Only good as helps to agents. 
14 100. 15 Depends on size of advertisement. 
Would rather have page e. o. m. than one half 
page m. 16 As above. Very small ad. no good any 
way to us. Rather have large one less often. 
17 No, just the other way. 18 Depends on 
amount of advertising in publication. Big mag- 
azines running space worth very little to us, 
won't take it. Weeklies, I care but little. 19 
100 per cent, at least over general space, not over 
25 per cent, more than last "white page next cover. 

20 Once in two months, when it is a peculiarly 
" catchy " one, a ten-strike, can run three or four. 

21 Same, substituting weeks for months. 23 We 
only use dailies once or at most twice ; next use, 
new ad. 23 Yes, if you can get good ones. 26 
No, not for us ; reverse. 27 For us, 100. 28 No, 
for us there is only one thing, the company, as a 
rich and old institution. 29 100. 30 Both, ex- 
pense for the present, investment for the future. 



1 James S. Topham. 2 Washington, D. C. 3 
Patent Folding Coin Purse. 4 100. 7 100 15 
Yes. 16 No. 17 Yes. 18 25 on editorial page. 
19 None. 20 For best effect, every month. 21 
Weekly. 22 Daily. 23 In magazines, yes; in 
dailies, no. 26 No. 27 8 to 12 magazines. 28 
Sometimes yes, sometimes no. 29 About 75 to 
100. 30 Expense, as you must make the cost 
before you can realize profit. 

1 Tadella Pen Company. 2 Fifth St., St. Paul, 
Minn., and Bible House, New York. 3 Tadella Al- 
loyed-Zinc Pens. 4 75. 5 30. 6 Small page 100 ; 
large page 40. 7 25. 8 30. 9 10. 10 Sample cards : 
100. 11 60. 15 If a half page or larger, yes; if 
smaller, no. 16 Would prefer a half page once in 
four times, rather than smaller space ofcener. 18 
50. 19 25. 20 Every month if changed at all. 
Some staple articles are best advertised without 
change. 2 1 Oftener the better, if changed at all. 
23 Of a trade mark, yes. 24 Cuts other than 
trade mark should only be used when especially 
apt or attractive. 25 Yes, judiciously. 26 No. 
27 We advertise for city business only, and use 
less than 100 publications. 29 We use nothing so 
small. 30 Investment. 

1 E. T. Lomax. 2 G. P. & T. A. U. P. Ry., 
Omaha, Neb. 3 Advantages of U. P. Ry., for the 
travelling public. 4 20. 5 10. 6 4. 7 100. 8 20. 
9 1. 11 10. 14 2. 15 Yes. 16 Yes. 17 Yes. 18 
Yes, 30 percent. :i«j 50 per cent. 20 Every third 
issue at least. 21 Every second issue. 22 Once a 
week. 23 No, excepting the trade mark. 24 No. 
25 No. 1st. except trade mark. 2d. Except in de- 
scriptive pamphlets. 26 Depends entirely upon 
the circulation and the class you want to reach. 
27 Can't say. 28 Yes. 29 Depends on form of 
publication. 30 Investment. 

1 The United States Mutual Accident Associa- 
tion, James R. Pitcher, Gen'l Manager. 2 320 
Broadway, N. Y. City. 3 Accident Insurance. 4 
to 1 4 Have no method of tracing direct results. 
Should rank in the order named, high grade 
magazines, great dailies, great weeklies, advertis- 
ing novelties. 15 Yes. 1<> Yes. 17 Yes. 19 200 
per cent. 20 Every insertion. 21 As often as 
fresh and bright advertisement can be prepared. 
22 Same answer as above. 23 No. 25 Oc- 
casionally when a thoroughly appropriate cut can 
be procured. 26 No. 28 Yes, if one be given 
sufficient prominence. 29 About 75 outside 
limit. 30 Both. 

1 L. E. Waterman Co. 2 157 Broadway, New 
York. 3 Waterman Ideal Fountain Pen. 4 100. 
5 25. 15 Yes. 16 Yes. 17 Yes. 18 50 per cent. 
19 50 per cent. 20 Monthly. 23 Yes. 26 No. 28 
No. 30 Both. 

1 Washburn & Barrett. 2 61 Court St., Boston. 
3 Various. 4 to 14 Depends wholly on the nature 
of the business and other conditions. 15 No. 16 
No. 17 No. 18 20 per cent. 19 25 per cent. 20 
Every three months. 21 Every month. 22 As a 
rule every day. 23 No. 24 No. 25 Yes, to a 
reasonable extent. 26 No. 27 500. 28 No. 30 
Expense. 

1 Waterloo Wagon Co., limited. 2 Waterloo, 
N. Y. 3 Carriages. 4 100. 5 50. 7 75. 12 100. 
15 Yes. 16 Yes. 17 Yes. 19 10 per cent. 20 
Circumstances govern this. 21 Same as above. 22 
Same as above. 23 They draw attention. 24 All 
the time if possible. 25 Yes. 28 Yes. 30 In- 
vestment. 

1 F. P. Webster. 2 277 Washington St. 3 
English Grain Creedmoors (shoes). 4 100. 9 75. 
11 50. 12 50. 15 Yes. 18 Find no particular 
difference in magazines. 20 Not often. 23 Yes. 



92 



ADVERTISING OPINION. 



26 No. 27 High grade magazine will do it best. 

28 No. 29 Depends on interest of matter. 30 
Both. 

1 Warner Brothers. 2 359 Broadway, New York. 
3 Corsets. 4 80. 5 100. 6 70. 7 40. 8 50. 9 20. 
10 40. 11 40. 12 40. 14 10. 15 Yes. 16 Yes. 17 
No. 18 20 per cent. 19 50 per cent. 2(> Where 
subject admits, nearly every issue. 21 In high 
class weeklies, often. 22 Every week. 23 Yes, 
where applicable. 25 Yes. 26 No. 27 100. 28 No. 

29 40. 30 About half of each. 

1 S.C.Williams. 2 Room 42 Tribune Building, 
New York. 4 to 14 Answers to these questions 
depend upon the thing advertised, the field selec- 
ted and the sum of money to be expended. For 
general advertising of things for general use the 
daily is the strong base for effective work, the 
Sunday weekly, high grade magazine, and family 
magazine are useful in order named. Trade 
papers have a distinct work, the other methods are 
useful often, especially in closely restricted or in 
very full advertising. 15 Yes. 16 Yes. 17 No. 18 
33}^ per cent. 20 Monthly. 21 Monthly or of tener. 
22 Very frequent changes or rotations. 23 In 
most cases no. 24 The goods, size of advt. and 
general scheme would govern. 25 Yes. 26 No. 

27 I know of one which goes to all. Do not know 
the smallest number to effectually cover. 28 No, 
generally for proprietary articles. Yes, often for 
dealers in several articles. 29 As few as will 
adequately convey tlie messages. 30 When tending 
to build a business, an investment; otherwise an 
expense. 

1 Waukenhose Company. 2 Boston, Mass. 3 
Hosiery. 4 100. 5 75. 6 50. 7 75. 8 100. 9 25. 11. 
100. 12 25. 15 Yes. 16 No. 17 No. 18 20 per 
cent. 19 25 per cent. 20 to 22 Depends entirely 
on conditions. 23 Perhaps. In our case, yes. 24 
Yes. 25 By all means use cuts. 26 No. 27 15. 28 
No. 29 150. 30 Both. 

1 The J. B. Williams Co. 2 Glastonbury, Ct. 3 
Shaving Soaps. 4 Good. 6 Good. 11 Good if 
good. 14 Doubtful. 15 If very small, increase 
size and reduce number of insertions. If liberal 
size, then every month. 16 No. 17 No. 19 Prefer 
inside if choice position. 20 Every month. 21 
Every week 24 Yes, rather more. 26 No. 28 
No, not conspicuously. 30 Should perhaps say 
both. 

1 Wire Grip Fastening Co., O. E. Lewis, Mana- 
ger. 2 90 Lincoln St., Boston. 3 Wire Grip Slug- 
ger, Automatic Nailing Machine. 9 100. 11 50. 
15 Yes. 1« Yes. 17 No. 18 30 per cent. 19 50 
percent. 20 to 22 Every issue. 23 No. 24 Yes. 
25 Yes. 26 No. 27 50. 28 No. 29 75. 30 Both. 

1 Walter F. Ware. 2 70 N. 3d St., Philada., 
Pa. 3 " Mizpah " Specialties. 4 100. 5 100. 6 50. 
7 50. 8 75. 9 10. 10 50. 11 40. 12 75. 13 75. 14 
100. 15 Yes. 16 No. 17 No. 18 50 per cent. 



19 25 per cent. 20 Once a month. 21 Once a week. 
22 Once a week. 23 Yes. 24 Yes. 25 Yes. 26 
$100 in each of 1000 pubs. 27 Hard to answer. 28 
No. 29 About 60 wurds to 1 inch. 30 Expenses of 
running the business. 

1 John Wanamaker. 2 Philadelphia. 3 General 
Mdse. 7 100. 12 1. 15 Yes. 16 Yes. 17 Yes. 18 
To Wanamaker, 0. 19 To Wanamaker, 0. '40 to 22 
Every time. 23 Yes, if worthy. 26 No. 27 Best 
of all with all the dallies. 28 Yes. 29 No arbi- 
trary limit. 30 Expense. 

1 The Wisconsin Refrigerator Co. 2 Eau Claire, 
Wis. 3 Household Relrigerators. 4 100. 9 25. 12 
7. 15 Yes. 16 Yes. 20 Each issue. 23 Yes. 25 
Yes. 26 No. 30 Both. 

1 Chas. S. Webster & Co. 2 67 Fifth Ave., 
New York City. 3 Books 4 100. 11 20 12 13. 
15 Yes. 17 No. 18 100 per cent. 20 Every 
month. 22 Every ad. 23 No. 24 Yes. 25 Yes. 
26 No. 

1 John H. Woodbury. 2 125 West 42d St., N. Y., 
City. 3 Facial Soaps and Skin Remedies. 4 60. 

5 And monthlies 100. 6 30. 7 15. 8 60. 9 3. 11 
Our own, 12. 12 Our own, 12. 14 3. 15 Yes. 16 
No. 17 No. 18 25 per cent. 19 100. 20 Both. 

1 Woolrich Co. 2 Palmer, Mass. 3 Ridge's 
Food. 4 75. 5 60. 6 100. 7 60. 8 100. 9 20. 
11 If sent for, 75. 12 If sent for, 75. 14 10. 15 
No. 16 No. 17 Yes. 18 20 per cent. 19 Not 
much. 30 Both. 

1 Warwick Cycle Mfg. Co. 2 Springfield, Mass. 
3 Cycles. 4 to 14 Never estimated. 15 Yes. 16 
Yes. 17 No. 18 Approximately, 20 per cent. 19 
Depends on character of magazine. 30 Expense. 

1 The Winter Park Co. 2 Winter Park, Florida. 
3 Real Estate. 4 100. 11 75. 15 Yes. 16 Yes. 
17 Yes. 18 About 100 to 25 per cent. 19 Twice 
as much. 20 to 22 Never. 26 No. 27 About 
six. 28 No, a few catching words put before the 
public year after year is the thing. 29 Very few. 
30 Very necessary expense. 

1 Western Corset Co. 2 St. Louis, Mo. 3 
Corsets. Four line ads., agents wanted. 5 25. 

6 25. 7 50. 8 90. 11 100. 12 100 15 Yes. 16 
Yes. 17 Yes. 19 Not a cent, for our business 
prefer classified ad. 20 At least quarterly unless 
you happen to get something very striking. 21 
Substitute monthly in above answer and apply to 
this. 22 Substitute weekly in above answer. 23 
Yes. 24 No, all the time. 25 Yes. 23 No, 28 
No. 30 Both. 

1 Wagons. Binghamton Wagon Co., Herbert 
Longendyke, Secy. 2 Binghamton, N. Y. 3 Full 
line vehicles. 15 Yes. 16 Yes. 17 No. 19 100 
per cent. 20 Every issue. 21 Every issue. 22 
Every issue. 23 No. 25 Yes. 26 Yes. 28 No. 
29 Enough — no more. 30 Both. 



A composite picture, or rather a recapitulation, of the opinions of the adver- 
tisers represented, is given below. 

It is obvious that the 100 per cent, point cannot be reached in any result of 
averages. 

Of the 177 advertisers represented 142 advertisers expressed their opinions 
on advertising in high grade magazines, placing the average comparative value 
of high grade magazine advertising at 77-J per cent. 



ADVERTISING OPINION. 93 

On the same basis 132 advertisers place the value of family magazines of 
medium grade at an average of 32^ per cent. 

On the same basis 117 advertisers place the value of great weeklies at an 
average of 56 per cent. 

On the same basis 97 advertisers place the value of great daily papers at an 
average of 56^ per cent. 

On the same basis 72 advertisers place the value of Sunday papers at an 
average of 47i per cent. 

On the same basis 93 advertisers place the value of trade papers at an 
average of 43 per cent. 

On the same basis 43 advertisers place the value of lithographic work at an 
average of 43^ per cent. 

On the same basis 111 advertisers place the value of circulars at an average 
of 56^- per cent. 

On the same basis 104 advertisers place the value of catalogues at an average 
of 62i per cent. 

On the same basis 29 advertisers place the value of calendars at an average 
of 34 per cent. 

On the same basis 53 advertisers place the value of advertising novelties at 
an average of 38^ per cent. 

Out of 164 advertisers who answered the question, " Would you rather have 
an advertisement of given size appear every month in a monthly than to have 
twice as large an advertisement appear, every other month in the same publica- 
tion" 136 answered yes, 28 answered no. 

Out of 164 advertisers who answered the question, " Would you rather have 
an advertisement of given size appear every week in a weekly than to have 
twice as large an advertisement appear every other week in the same publica- 
tion" 100 answered yes, 64 answered no. 

Out of 145 who answered the question, " Woidd you rather have an adver- 
tisement of given size appear in every issue of a daily than to have twice as 
large an advertisement appear in every other Issue of the same paper" 54 
answered yes, 91 answered no. 

131 advertisers gave an average of 51 per cent, for the proportionate value 
of " how much more it is worth to have an advertisement next to reading matter, 
or facing reading matter, in any publication, than to have the same advertise- 
ment occupy running space in the same publication^ 

107 advertisers expressed opinions on u what additional percentage is worth 
the outside cover of a magazine over inside space" placing the average per- 
centage at 68 per cent. 



94 ADVERTISING OPINION. 

To the question, " How often should an advertisement be changed in a maga- 
zine" 125 advertisers replied. The answers vary somewhat, and some of them 
are slightly misleading. The author, in producing a table of result, has been 
obliged to slightly use his judgment. It would appear that 65 are in favor of 
changing the advertisement every time ; that 12 are in favor of changing it 
every other time ; that 28 are in favor of changing it every three months; 
that 2 are in favor of changing it every four months ; that 11 are in favor of 
changing it every six months ; that 3 are in favor of changing it every year ; 
that 4 are in favor of never changing it. 

109 advertisers expressed opinions upon the question, "How of ten should an 
advertisement be changed hi a weekly." The answers to this question, like those 
of the preceding one, are somewhat confusing, and the author has been obliged 
to use his judgment in producing result. 45 are in favor of changing it every 
week ; 15 in favor of changing it every Other week ; 26 in favor of changing 

it every four weeks; 4 in favor of changing it every two months; 10 in 
favor of changing it every three months ; 1 in favor of changing it every 
six months ; 1 in favor of changing it once a year ; 7 in favor of never 
changing it. 

99 advertisers answered the question, " How often should an advertisement 
be changed in a daily.'''' The answers are somewhat confusing, and the author's 
judgment was necessary in making up a table of result. It appears that 44 are 
in favor of changing it every day ; 9 in favor of changing it every other day; 
8 in favor of changing it every three days ; 18 in favor of changing it weekly; 

1 in favor of changing it every ten days ; 1 in favor of changing it twice a 
month ; 9 in favor of changing it monthly ; 1 in favor of changing it every 
two months; 1 in favor of changing it yearly; 7 in favor of never changing 
it. 

134 advertisers replied to the question, " Would you advise the continuous 
use of cuts." Of this number, 95 replied yes ; 39 replied no. Several of the 
answers were given with qualifying conditions, but the spirit of the opinions is 
given in the result here presented. 

The questions, " Would you advise the use of cuts half of the time, " and, 
" Woidd you advise the use of cuts at all, " cannot be reduced to definite re- 
sults, because the preceding question, " Would you advise the continuous use of 
cuts, " with its affirmative and negative answers, partially answers these ques- 
tions. The reader is referred to the definite answers made in each individual 
case in the text. 

126 advertisers expressed opinions on, " Whether it is more advisable to 
expend $100 in each of 1,000 publications in preference to expending $1,000 



ADVERTISING OPINION. 95 

in each of 100 publications." 44 advertisers were in favor of expending 
$100 in each of 1,000 publications, and 82 advertisers were in favor of 
expending $1,000 in each of 100 publications. 

56 advertisers expressed opinions on, " How few publications can be used in 
covering the entire United States." The total number given by the 56, 
although some of them did not give definite number, but so well expressed 
themselves that the number could be easily written, is 60,195, making the 
average number of publications necessary 1,074. This result is not fair, as 
the total was brought up- largely by five advertisers, who together, presented an 
aggregate figure of about 55,100. Subtracting this from the total sum, and 
dividing by 51, it would seem that 99 publications appear to be about the 
correct number for reaching, substantially, all of the readers in the United 
States. 

To the question, " Do you believe in advertising more than one thing at a 
time in the same advertisement" out of 129 advertisers, 27 said yes, and 102 
said no. 

52 advertisers, expressing opinions on " What is the limit of the number of 
words allowable in a first-class advertisement, of about four inches" presented 
the average of 106 words. 

To the question, " Do you consider money expended in advertising expense 
or investment, or both" out of 175 advertisers expressing opinions, 39 placed 

it at expense, 41 placed it at investment, 95 placed it at both. 

Several of the advertisers accompanied their answers with explanatory 
letters. These letters are appended, as they furnish practical opinion, 
worthy of the deepest consideration. 

From the Pall Mall Electric Association, New York. Dr. Scott's Electric 
Brushes and Other Appliances. 

Please note that the figures given you are the exact results as taken from our books 
aud being applied to our peculiar class of goods will not be of much use to advertisers 
of goods so widely different from ours. It is with hesitancy that we submit our general 
results and our opinions to the public. For instance the great daily papers give us 
decidedly attenuated returns. The weeklies are better while the magazines are best of 
all. It is our opinion that people do not differ from each other in regard to advertising 
to as great an extent as is commonly supposed; the great mass of articles advertised call 
or such different newspaper treatment, that it would seem to indicate totally different 
ideas upon advertising subjects. We have given very little thought in late years to any 
other class of advertising subjects than ours, and cannot, in consequence, add anything 
of any value to others. 

If it were possible to overcome the secretive tendency of advertisers, as a rule, re- 



96 ADVERTISING OPINION. 

garding results, and percentages of results, in different mediums, in different territories, 
and under widely different circumstances, you might, Mr. Fowler, start a bureau of 
advice in which conjecture would be eliminated to a much greater extent than is now 
possible. 

From Capitol Heater Co., Detroit, Mich. 

We sell our goods to the trade only, and only to the very best trade in good sized towns. 
We have not tried to cover the entire United States. We have not occasion to advertise 
more than one thing at a time. Our four inch advertisements contain from four words 
to 200. For our purposes, undoubtedly good sized advertisements in a limited number 
of mediums are preferable to one tenth the space in ten times the number. We use cuts 
pretty nearly all the time, and we change our advertisements whenever we get tired of 
them, or are struck by a new idea, or some new point arises that we wish to cover. We 
do not believe it is possible to formulate a cast iron rule covering all these points. You 
might do it for one particular line of business, but what might be all right for the dry- 
goods, soap, or patent medicine trades would not hit us at all. 

From J. Arthur Jackson, M. D., The Jackson Sanitarium, Dansville, N. Y. 

In speaking of the percentage of business gotten from different classes of papers, I 
am entirely at sea, and consequently I left the estimates blank. My preference goes 
towards the high-grade magazines, medical journals, and judicious placing of my cata- 
logues. I think I can safely say that more of my business has come from these sources 
than from any other. 

From George B. Woodward, Secretary, John Hancock Hutual Life Insur= 
ance Co., Boston. 

We have found in our business the best results from special matter prepared by our- 
selves and placed in the hands of our canvassers. 

From A. S. Hanson, General Passenger Agent, Boston & Albany R. R. 

The advertising of railroad train service and accommodations is very different from 
that of patent medicine, or other like articles. As far as advertising special announce- 
ments, or regular service of railroad companies, I consider the daily newspapers the best 
medium, and generally speaking, reading notices, the best way. 

From New Haven Clock Co., New Haven, Conn. 

We find circulars which combine some novelty either in the cover, design, or method 
of sending, yield us the best returns, and we stick almost entirely to them. 

From Joseph Dixon Crucible Co., Jersey City, N. J. 

The articles which we advertise are graphite products from a simple lead pencil to 
graphite grease, with graphite paint, graphite lubricants, and a dozen other graphite 
products sandwiched in between. It is our experience that the mediums to be selected 
must vary in accordance with the articles which we have to sell. There is one article 
of our manufacture, — Dixon's crucibles for melting brass and other metal, — the sales of 
which constantly and largely increase, and yet we do not advertise them anywhere, to an 
amount over fifty or one hundred dollars a year, while our advertising bills for other 



ADVERTISING OPINION. , 97 

articles run up in the neighborhood of fifty thousand dollars per year. You ask if we 
would rather have an inch advertisement in every issue of a weekly paper than two 
inches for every other week in the same paper. If it was a paper going to a regular 
list of subscribers, and with few, if any, extra numbers, we should consider that the two 
inch advertisement every other week would be rather better than one inch every week, 
for in it we could say a little more. If it was a paper sold on a news-stand, and with but 
a small subscription list, then we would prefer the one inch advertisement every week, 
because it is our experience that such an advertisement would cost us less in the end, 
and bring us more good. 

In regard to trade papers that go among builders, machinists, and others, we have 
found that it paid us to carry an advertisement in the leading ones, and in some of the 
indifferent ones. We do not know, in fact, we do not flatter ourselves that our advertis- 
ing funds have always been put to the greatest advantage, and we really question 
whether there is anyone who does advertising, whether he be a doctor of advertising or 
a poor Jerseyman who spends his money according to the light he has on the subject,, 
that can always feel certain that the money is put to its best advantage. We think it 
was Mr. Smith, of Ivason, Blakeman & Taylor, who once said that advertising was very 
much like dropping money in a hole, it might come back and it might not, that their 
experience was that they saw no returns from their advertising and so stopped it for a 
year or two, and then they saw a falling off in their business, and they commenced ad- 
vertising again with the result that their business improved, and yet they could not 
trace the benefit of the money any better than they could previously. 

To sum it up we are thorough believers in advertising, but it is yet a puzzle to us 
very much ahead of the 14, 15, 13 puzzle. We have no doubt that we have spent money 
that brings us not one single iota of good, but at the same time the result is in every 
way most excellent and " we could not be happy without it." 



Continuous Advertising 




For I go on forever 



F some imbecile should come out of the unthawed North to 
preach the business doctrine of continuous change of busi- 
ness base, to advocate the periodical removal of store or 
office, or the habitual renovation of its interior arrangement, 
the business man would take him gently by the hand, 
lead him into Nature's solitude, and leave him there. 

This is precisely the logic practised by the merchant, advertising for a 
day, for a week, or for a month, in withdrawing his advertisement for the 
same period, or for a longer one. 

No business man of sense would close his store every other day, or every 
other week, keeping it closed in January, and open in February. 

No merchant would discharge his best clerks in midsummer, because 
trade appeared to be lighter. 

Beyond the little effervescence of novelty, the longer a man remains at 
a stated place, the more voluminous and solid must be his business. 

Change of location is never made except to meet necessity. 

The good merchant would rather build on the site of his success than 
to move away from it, except when the growth of the town demands loca- 
tive change. 

The same man, and, when the man is dead, the same firm-name, the 
same place, and the same general line of goods, enable the business house 
to build up a business of permanent character. 

Experience, backed by the law of general averages, effectively shows 
that the first appearance of an advertisement of a new advertiser seldom 
brings more than the meanest kind of transient trade. The second appear- 
ance does little else than to open to the reader an excuse for his attention. 



CONTINUOUS ADVERTISING 99 

The third suggests business. The fourth suggests more of it. The fifth is 
liable to impress upon the reader that it may be to his advantage to consider 
the article advertised, or more likely to so strongly impress it upon him that 
the memory of it may be recalled by subsequent advertising. It has sown 
seed, but has not watered it. The sixth appearance of the advertisement 
is liable to be felt in the store where the goods are for sale. Then, and 
then only, does advertising begin to tell. 

While this principle is applicable largely to new advertisers, it propor- 
tionately holds good among old advertisers, particularly among those who 
do intermittent advertising, and are periodically disappointed. They have 
not the business sagacity to discover the source of failure. The man who 
expects within twenty-four hours from the time his advertisement first 
appears, to get anything from it beyond transient trade, simply finds him- 
self mistaken, unless such advertisement be one of a series, following 
others at short and frequent intervals. 

The strength of advertising is in its latent power — the value contained 
within it, if one be persistent and consistent. 

To discontinue advertising is simply to destroy a heavy proportion of 
the preliminary education of the possible customers who are just beginning 
to be influenced. 

Many an advertiser has seen his advertising fall to iron flatness, because 
he stopped it at a critical period in its life. 

One's first visit to a store generally results in the purchase of nothing 
save trifling necessities. 

The first reading of an advertisement of a new advertiser impresses the 
reader about as much as do the first notes of music when the band is 
struck by lightning three seconds after the fall of the baton. 

Every-other-day or every-other-week advertising may have about as 
much effect as has the punishment of a child by one blow a week, until all 
of the allotted strikes have been administered. 

An advertisement in the paper today, out tomorrow, in the next 
day, and out the day after, furnishes an excuse for not following it 
at all. 

Many a reader sees the Monday advertisement, forgets all about it, thinks 
about it Tuesday, and looks for it then. The Monday paper is lost, the 
Tuesday paper does not contain it. He forgets it again, and very likely 



100 CONTINUOUS ADVEETISING 

forever, because if he really wants the article advertised, he buys it of some 
other firm, who is then advertising. 

Good healthy seed has been sown upon fertile ground, to be raked out 
before it has a chance to take root ; even the soil rebels at the second using ; 
the ground heals up ; it has to be plowed again, and renovated ; all this is 
expensive. 

It has been proven, over and over again, that continuous advertising is 
the only kind of advertising which pays ; there is no need of proving 
it again. 

A general law is safer to follow than individual opinion. 

There is not a solitary case where intermittent advertising has brought 
any adequate return, compared with that which comes from the advertise- 
ment which is everlastingly pounding away at the public, day in and day 
out, always with something fresh in it, and appearing forever in its accus- 
tomed place in the advertising columns. 

The claim made by some advertisers, that once-in-a-while advertising* 
pays, is simply backed by a few cases, where apparent fact overshadows 
accepted principle. 

Exceptions exist in this, as well as in everything else. 

A man may make more money sailing a rickety ship laden with a valu- 
able cargo ; the ship may survive trip after trip ; profit may pile upon 
profit ; the ship may go down empty ; but no sensible navigator sails in 
a worn-out vessel. 

Not what can be done in the wrong way, but what can be done in the 
right way builds up business. 

People get as much accustomed to an advertising location in their paper 
as they do to the location of the store itself. 

A business man can no more afford to be without good advertising* 
mediums than he can afford to be out of his store or out of his head. 

It is obvious that no one familiar with advertising would advise an 
advertiser to use the same amount of space all the year around. 

There are times when advertising expense can be curtailed without 
injury to business. 

There are lines of business which could not, with sense, be advertised 
continuously forever. They can, however, be advertised continuously for 
limited periods. 



CONTINUOUS ADVERTISING 101 

The argument of this chapter refers exclusively to those lines of trade 
which appeal to general necessity, articles like furniture, clothing, dry goods, 
shoes, engines, boilers, stoves, coal, lamps, pictures, carpets, or anything 
else which, although they may have particular seasons, are sold the year 
round, in reasonable proportions. . 

If the advertiser of chairs finds that it pays to advertise to the extent of a 
full column during April and May, and that he can get as much business 
out of half a column during June and July, and that a quarter of a col- 
umn will suffice during August, his own business sense tells him to follow 
that proportion. 

But business sense will never tell him to completely withdraw the 
advertisement. 

People are purchasing chairs all the time. The man who buys a chair 
at the very middle of between seasons may be the man who will get mar- 
ried during the season, and purchase all of his furniture of the man who 
sold him that insignificant chair. 

Disconnected advertising is as bad as a disconnected lecture. No man 
would stand upon a platform for half an hour, and stop in the middle of a 
sentence, to begin next week, without any preliminary remarks, or an at- 
tempt at synopsis. 

No one would hire a carpet layer to put down one row of carpet one 
day, and another row next week. 

The strength of advertising is in its continuity. 

People so easily forget, that it is necessary they should never be allowed 
to lose the name and business of the advertiser. 

A moderate amount of advertising during off seasons will connect with 
an extensive system of advertising in season. 

A man who starts in with a four inch advertisement, runs it two months, 
and then stops it for two months, and begins again with a four inch adver- 
tisement, has lost half of the strength of the first two months' advertising. 
If he had connected the advertising of these disconnected months with an 
advertisement of a single inch, he would not have lost any of the latent 
strength of advertising. He would have had, substantially, the same ad- 
vantage as if he had carried his four inch advertisement all through the 
intervening two months, provided, of course, the two intervening months 
are decidedly out of season. 



102 CONTINUOUS ADVERTISING 

Go where you will, whether in small villages, large towns, or great 
cities, the men who are doing the business are the men who never stop 
advertising, who advertise continuously, who find it is as necessary to 
advertise every day as it is to keep open their stores. 

The fundamental principle of continuous advertising has been tested 
thousands of times by as many shrewd advertisers, and the combined 
opinion, with hardly a dissenting voice, is in favor of continuous advertis- 
ing, except in few exceptions, too few to merit argument or discussion. 



Circulation 




" The strength of quality is in its publicity' 

F the about twenty thousand periodical publications in the 
United States and Canada, an intelligent calculation gives 
about eight thousand of them as having an average circula- 
tion of near five hundred copies per issue ; and nearly six 
thousand are given as printing at each issue in the vicinity 
of one thousand copies. Probably not more than five thousand possess a 
regular issue of over one thousand copies, and there are less than fifteen 
hundred which sell more than ten thousand copies at an issue. 

Except in the larger cities, weekly papers have generally a much larger 
circulation than have the dailies. 

It is fair to assume that the average first class country weekly paper 
sells about one thousand copies at each issue, although there are many 
country papers which have circulations from fifteen hundred to as high as- 
three thousand, but the latter figure is not enjoyed by probably over one 
hundred purely country newspapers. 

A very few country papers print regular editions of five thousand copies. 

Small circulations, it is true, yet every copy of a local paper goes into 
the household of probable customers, and each copy is undoubtedly read 
by from two to a dozen different people, raising the paper's reading circu- 
lation to many times the actual number printed. 

These low figures are given because they are facts, not to depreciate the 
value of local newspaper advertising space, for to the local advertiser the 
space occupied in the local paper is almost invariably worth that which is 
charged for it. 

Daily papers, in cities of from twenty to one hundred thousand popula- 
tion, are liable to possess very good circulations, say from five to ten thou- 
sand, or even fifteen thousand, in exceptional cases. 

103 



104 CIRCULATION. 

There are in America probably not exceeding forty publications printing 
over one hundred and fifty thousand copies at an issue ; about one hundred 
having regular editions of over a hundred thousand; and probably two 
hundred and fifty never print less than fifty thousand at an issue. 

The half dozen great magazines, the few leading religious papers, the 
small number of family weeklies, and not more than four or five dailies, 
substantiate the claim that there are publications with circulations exceed- 
ing two hundred thousand. 

The better the publication, the more its advertising space is worth. 

While quality of circulation may be first considered, it is fully as impor- 
tant to consider quantity of circulation. 

Quality amounts to little without quantity, and quantity is well-nigh 
valueless without quality. 

The character and field of the paper have as much to do with the value 
of its advertising space as has the quality of the goods for sale to do with 
their salableness. 

While it may be difficult to cover too much ground, or to cover it too 
well, intelligent concentration is important. 

It is better to have a column advertisement, or any other large space, 
all of the time in a few good papers of character and circulation, than to 
spread out the advertising proportionately into too many publications, 
some of which are miserable apologies for existence. 

Circulation backed by reasonable quality pays the advertiser. 

Only the publication of genuine quality can have circulation, with the 
exception of the cheap vulgar sheet, which, by spreading filth, may obtain 
among the rabble a sort of desultory circulation, frequently, and unfortu- 
nately, of extended quantity. This paper cannot be a good advertising 
medium, except for the cheapest kind of cheap goods. There is reason 
to doubt that it has any real business-bringing value. 

The man who enjoys off-color reading is liable to have no respect for 
the paper he is reading, and less respect for the business man who lowers 
himself by advertising in it. 

The paper of solid ideas and modernized enterprise is invaluable. 

It is the paper of quality and quantity, and advertising space in it has 
as much to do with success in business as has the salesman and the 
express wagon. 



CIRCULATION. 105 

The personal " circulation " of the silver-tongued solicitors of these 
so-called gilt-edged papers, which go only to a conservative few, must not 
be allowed to count for any thing in the decision of space taking. 

Advertise in the papers because they are good mediums, not because 
the editor, or the publisher, or the agent, is a friend of yours. 

Kid-gloved quality, with apparent cheapness of rates, without quantity, 
has nothing to offer advertisers. 

Figure it out yourself. Ten cents a line in a paper of the circulation 
of a thousand copies is generally pretty dear advertising, even if the 
journal be printed upon satin, and sent out in morocco binding. 

The great middle-class of people are the buyers. 

The man and woman of moderate circumstances are the buyers of 
the world. They can be reached by advertising. They include 
the people who have made every city what it is ; the men who 
have built the houses and the stores ; the women and men who fill 
the churches, and make life worth living, and upon whose children 
rests the future of every nation under the sun. These people have ready 
cash, because they are continually making it. They are the circulators of 
money. 

The blue-blooded live in feudal houses ; they cannot be reached with a 
gun ; there is not enough of them, all told, in any city, to support a silver- 
plated peanut stand. 

The goods may be of velvet and solid mahogany, the silverware may weigh 
a ton, the hats may be trimmed with feathers from impossible birds ; if these 
things can be sold, they are sold to the people, and the people read the publica- 
tion of circulation. There are exceptions, but too few to be worthy of 
attention. 

The more average people the advertiser reaches, the greater must be his 
trade. 

There are society papers filled with a certain class of alleged-to-be high 
grade matter. 

These papers have conservative circulation, for they cannot have any 
other kind. 

Their circulation may not exceed five thousand, yet their advertising 
space is worth about what is charged for it, for the society paper appeals 
to the tone, and the shoddy-tone, — ninety per cent shoddy-tone, — by far 



106 CIRCULATION. 

the heaviest buyers of luxuries, and reached more easily by advertising 
than any other class of people. 

The shoddyites read the society paper, they read the popular magazines — 
they can understand the illustrations — they read the popular daily paper — 
the popular publications reach every one of them — ■ the alleged publications 
of tone reach a part of them. 

The advertiser who deals exclusively in high grade luxuries may think 
that he can reach all of his possible customers by advertising in the so- 
called upper crust papers. He is mistaken, that is all. 

The enterprising publication of large circulation is the natural organ of 
natural people, and is also the only thing which can reach all of those 
peculiar people who try to be natural by being unnatural. 

The best people of any locality read the smartest and brightest publica- 
tion. The ignorant rich may criticise its style ; may say that they do not 
read it. They do, because they have to. 

Folks of whatever station, whether they be car-drivers, or lineal descen- 
dants of Romulus and Remus, will read the publication which caters to 
their natural desire. 

The conservative gilt-edged publication is a good advertising medium, and 
one which every heavy advertiser can use to advantage, but the bulk of 
the money can be more advantageously expended in the medium which ever- 
lastingly is getting into the peoples' hearts. 

Although folks may see other publications, they will never fail to read the 
one which has in it that which appeals to home and homely things. 

Let the advertiser see with his own eyes ; let him travel on his suburban 
trains ; take the workingmen's train one morning ; the business men's train 
the next ; then the ladies' train ; watch the news-boy carefully as he passes 
along the aisle ; ask him how the papers sell ; he will tell you that nine 
out of every ten are of the papers which print the news. He sells other 
papers, it is true ; frequently he sells two papers to one party, always the 
bright paper, the other paper one of the conservative sheets. 

Watch the news agent on the through express — he sells the popular 
papers and magazines. 

The publication which will sell on the cars will sell everywhere, except 
in the poorer districts. 

The cry may be raised that the paper of circulation is not a first-class 



CIRCULATION. 107 

example of journalism. Very likely ; it commits sins of commission ; how 
about the conservative sheet committing sins of omission ? 

The pushing, energetic publication, although it may frequently print 
that which it better not print, is the medium which works for the people, 
which ventilates corruption, which mirrors the world as the world is, and 
although some of its matter may be sensational and over-colored, it is the 
publication which does the most good to the most people, and in it the 
advertiser finds a natural channel to carry the news of his business into 
the world. 

In such a publication every advertisement is read, not necessarily by 
every reader, but if only one quarter of its readers read the advertisements, 
more readers will see them than if all the readers of the other publications 
read every one of their advertisements. 

Perhaps the writer is treading on the ancient corns of ancient men, — 
publishers who have very little to sell, save reputation and grandfatherized 
prominence, but he has written what he knows to be true, because he has 
proven it to be true, and is backed by the settled opinion of the best 
advertisers everywhere. 

Oftentimes one can reach more buyers by advertising in a half dozen 
publications of acknowledged circulation, than he can by spreading his 
advertising appropriation over a hundred publications which all together 
do not amount to the volume of half of the six great mediums. 

The good advertising medium is freighted with much quantity and 
much genuine quality. 




Advertising Rates 



" Good things are worth a good price everywhere " 

HE majority of men believe in advertising, and advertise. 
A part of the minority of men believe in advertising, and 
W? do not advertise. 
|g|p The balance of the minority either do not believe in ad- 
vertising at all, or else believe in it sufficiently to advertise 
intermittently. 

This semi-intelligent business man finds that a decent sized advertise- 
ment, in a decent publication of decent circulation, costs from ten to fifty 
dollars a time. 

He attacks the mathematical problem, to discover that it is necessary to 
sell four refrigerators, two overcoats, twenty-five rolls of wall-paper, forty- 
two pairs of stockings, or a half dozen rocking-chairs, to realize sufficient 
profit to meet the advertising cost of a single insertion. 

He is one of those kind of men who invest their money with a string to 
it. When the money rolls around the corner in search of fertile ground 
to grow in he jerks it back unto himself. 

There are a sort of " sufficient-unto-the-day " pe'ople, who do not believe 
in the business doctrine of casting business bread upon the business 
waters, for more business. Their business principle might make a peanut- 
stand a possible success, for folks will have peanuts. 

This business curiosity takes his slate, and, with a blunt pencil, figures 
that the direct sales from advertising are less, within the circle of the life 
of the advertisement, than the cost of the advertisement. 

Upon the rickety tablet of his mind appears a loss of all the profits, and 
a bonus loss on the principal. 

Then he goes into his closet, mathematizes again, to again conclude 
that advertising comes altogether too high. 



ADVERTISING KATES. 109 

His sales decrease. Then for the twenty-fifth to the one hundredth 
time, according to the age of the individual, he decides that it pays to 
advertise moderately . 

The mind-reading advertising solicitors, of every publication, swarm into 
his office. They erect an auction block beside his desk, and offer adver- 
tising space from one quarter of a cent a line up to ten and fifteen cents, 
with guaranteed circulation varying to suit the circulation capacity of the 
circulative advertising man. 

The merchant is told that a six inch advertisement in the Weekly 
Bladder, or the Daily Slow, will cost only two dollars a time. This the 
merchant figures as mighty cheap advertising, and so it is, in a different 
way from that in which he understands it. 

The representative of the great daily, with a solid circulation equal to 
that of all the other papers combined, suggests an advertisement. 

" What are the rates ? " asks the man of alleged business. 

" Twenty-five cents a line," answers the newspaper man. 

In his head the advertiser figures : — " Fourteen lines make an inch, 
one inch, at twenty-five cents a line, $3.50 ; six inches, $21.00." 

" Twenty-one dollars for a single advertisement," says the want-to-be- 
advertiser aloud, " why, I can place the same advertisement in the Weekly 
Bladder, or the Daily Sloiv, for two dollars ! " 

Then the representative of the great daily repeats the old, old story 
that twenty-five cents a line is cheaper in a paper of 150,000 circulation, 
for proportionately it figures just one-sixth of a cent a line per thousand 
circulation. 

He tries to impress upon the falsely economic advertiser that a ton of 
gold is worth somewhat more than a ton of lead, but the advertiser replies, 
in his unbusiness-like way, that " a ton's a ton anyway." 

He selects the Weekly Bladder, and the Daily Slow. 

He finds that his advertising brings little trade. He returns to his 
former stagnant condition, climbs on to the top of his building, to once a 
week proclaim that advertising doesn't pay. 

Let the reader figure on the hypothesis just presented. The chances 
are that the Weekly Bladder, or the Daily Slow, has a circulation of not 
exceeding three thousand, but for argument assume that it is bonafide at the 
three thousand figure. Reckoning the value of the advertising space by the 



110 ADVERTISING RATES. 

standard set by the 150,000 circulation paper, a proportionate rate for 
the six inch advertisement in the Bladder, or the Slow, is fourteen cents. 
The advertiser is paying in either of these two papers many times as 
much, proportionately, as he would have to pay in the great daily. 

To be perfectly fair it is necessary to state that if advertising space is 
bought for one-sixth of a cent a line, per thousand circulation, in a paper of 
150,000 circulation, it may be worth somewhat more, proportionately, in 
the paper of smaller circulation, for every conservative paper has a certain 
clientage, which is particularly reached by that paper, and which cannot 
be covered as well by any other publication. 

There is, however, no business sense in paying a conservative daily five 
or ten times as much, proportionately, as that paid the great daily, of 
enormous circulation. 

When the rate of the conservative daily, circulation considered, is more 
than three times as much as the rate in a neighboring great daily, the 
advertiser should hesitate about giving the paper business at its rates. He 
had better make the closest investigation as to its quality and special, 
business-bringing power. 

Fair rates for advertising in local weekly papers range between three 
cents and five or six cents per line, for transient advertising. 

The few large city dailies which claim to print, and very likely do, from 
thirty to over one hundred thousand copies a day, command from twelve 
and one-half cents a line for " wants," to twenty-five or thirty cents a 
line for run of paper, and from that to one dollar a line for cuts and 
preferred position. 

A column is an indefinite article. It may mean fifteen inches of space, 
and it may refer to over twice that amount. 

A column, say twenty-four inches in length, is worth in the country 
weekly, from one hundred dollars to three hundred dollars per year, 
on regular full column yearly contracts. In about half of the country 
weeklies the former figure, or about it, should be taken. 

In the better class of country weeklies, that is, papers published in the 
larger towns and at county seats, the price, per column, per year, may 
run from one hundred dollars to two hundred dollars, and in the better 
class of this better class, three hundred and fifty dollars would be con- 
sidered about the highest justifiable rate to be charged. 



ADVERTISING KATES. Ill 

A half column of space is rated from five per cent, to ten per cent, pro- 
portionately more than a whole column space is rated, and less space than 
a half column should be charged at about ten per cent, additional 
proportionately, over the full column rates. 

The old rule of a cent a line per thousand of circulation, applies 
to the larger papers, and could not be properly accepted by all of the local 
papers, which are not worth so high a rate to the general advertiser, and 
are worth very much more to the local advertiser, to whom their adver- 
tising space is invaluable. 

In local daily papers, advertising space is worth from one-half to two- 
thirds the price of that in the weeklies ; or conversely, an advertisement 
in a daily is worth three times as much, or more, per week as it would be 
worth in a weekly, circulation and quality conditions corresponding. 

Sunday, semi-weekly, and tri-weekly papers are generally classed with 
dailies, so far as advertising rates are concerned. 

Quantity of circulation should be first considered ; next quality. Quan- 
tity amounts to little without quality, and there is no use advertising in 
papers which have only quality. 

An advertiser has no more right to beat down the advertisiog rates 
quoted him by the publisher, than has the publisher a right to demand dis- 
counts on flour or dress goods. 

The space in the local newspaper is merchandise, as much so as table- 
cloths, or wash-tubs. The publisher has it for sale, and he expects, and 
should obtain for it, a fair price. 

The popular idea that an editor is glad to fill up his paper with any- 
thing and everything is absurd. Very few papers, even small country 
papers, are issued, which could not throw away all the matter in type and 
find enough live copy to reset the entire paper. 

The editor is always glad to get news, and he is ever ready to recip- 
rocate for favors done. He sells his space as the merchant sells merchan- 
dise. He wants the equivalent for it in cash, as the merchant wants his 
pay in cash. 

The bread and butter of the publisher comes from his paper, and he 
can no more afford to give away space in it, than can the merchant afford 
to present the publisher with arm-chairs or cooking stoves. 

Do not pay for advertising in trade. 



112 ADVERTISING RATES. 

Buy for cash. 

Sell for cash. 

A trade advertisement is seldom satisfactory to the contracting parties. 
It lowers the standard of the goods, it lowers the respect of the publisher 
for the advertiser, even if the publisher himself suggests the trade. 

There is no objection to presenting the editor with a suitable gift in 
recognition of his many journalistic courtesies, but let the gift be given as 
a present, and not with the explicit understanding that the editor shall 
immediately return its value in printers' ink. The editor will undoubtedly 
pay for it three times over, if he be not asked to do it ; and then the mer- 
chant gets the benefit of the advertising, without paying more than a third 
of what it is worth, and the good-will of the editor for his generosity and 
courtesy. 

But advertising, pure and simple, should be paid for in cash, and only in 
cash. The merchant should treat the publisher as he treats another mer- 
chant ; buy the advertising space as he buys anything else ; buy it with 
the same shrewdness that he displays in purchasing his stock in trade. 
Ask for any reasonable discount for cash. But he has no right to assume 
that advertising space is not merchandise, and that it can be purchased 
for little or nothing, if little or nothing be offered for it. 

One of the best tests of the value of a newspaper is the rigidity of its 
advertising rates. The better the paper the less variable are its rates, and 
the smaller its discounts. 

The publisher who will undercut legitimate discounts is doing it simply 
because he is not able to get the regular rates, with of course the customary 
discounts for time and space ; and if he be not able to get those rates, it 
is sometimes fair to presume that his advertising is not worth what is asked 
for it. 

A publisher who will do unusual cutting in rates is open to suspicion, 
and, even at the most absurd cut-rates, the advertiser had better hesitate 
before placing his advertisement, until he can ascertain the reason for the 
unusual cut. 

A scale governing local advertising rates can not be printed specifically, 
for all local scales can apply only to their local territory. 

Every newspaper asks just as high a rate as it can conveniently obtain. 

A newspaper is a business institution. 



ADVERTISING RATES. 113 

Newspaper advertising space is merchandise. 

The local advertiser is obliged to advertise in the local newspaper. 

Newspaper competition prevents newspaper monopoly. 

Fair advertising rates for any one particular city can be determined only 
by comparison with other papers in the same place ; not by comparing the 
advertising rates of Dashville with those of Dashtown, but by comparing 
the rate of any Dashville paper with those of the other Dashville papers. 

If the leading paper of Dashville, with a circulation of ten thousand, 
charges five cents or ten cents a line for its advertising space, and is a 
thoroughly legitimate newspaper, — the people's paper in every sense, — 
then the advertising rates of Dashville should be based upon the adver- 
tising rate charged and received by this leading paper. 

If the paper be a shyster sheet, living by circulating in, and stirring up, 
the filth of the town, then it is not a rate-criterion. 

In smaller places advertising rates must be correspondingly higher than 
in larger. A newspaper of one or five thousand circulation cannot accept 
the rate of one-sixth of a cent a line per thousand circulation. Adver- 
tising space in it is worth more proportionately, particularly if it be the 
paper of the town. 

Do not depreciate the value of advertising space in weekly society papers, 
even though their circulation may be ridiculously small, and hardly one 
half as large as the people have been taught to believe they are. 

Advertising space in a good society weekly is generally worth somewhere 
near what is charged for it. 

The fair advertising rate in a society paper should be set proportionately 
by the rates charged by the best society paper in the field, or a similar field. 

Special position rates of advertisements are generally regulated by the 
price charged. If a paper asks twenty-five cents a line for inside space, 
and fifty cents for outside space, it is somewhat fair to presume that out- 
side space is worth twice as much as inside space. 

Inside space in some papers is worth more than outside space, and out- 
side space in others is worth infinitely more than the difference between 
the price asked for it, and the price asked for inside space. 

Circulation controls advertising rates. 

Quality acts as " governor " for keeping quantity from making the rate 
too high. 



114 ADVERTISING RATES. 

One cent-a-line per thousand circulation has been considered a standard 
rate by weekly and monthly publications. 

Although some publications have brought the proportionate rate 
considerably below the half cent, half a cent a line per thousand circu- 
lation may be considered a low rate for the average paper of enormous 
circulation. Great dailies, however, bring the rate considerably below 
this line, while other dailies keep the rate above it. 

If the best daily in the city charges no more than one cent a line per 
thousand circulation for regular standing advertisements, the advertiser is 
liable to get his money's worth, except in very large cities where half-a- 
cent a line per thousand circulation might be none too low. 

The best rule for the local advertiser to follow is to advertise in every 
paper in his local field, which he has proven pays him to advertise in. 
Let him figure the proportionate rates from the daily of the largest 
circulation, and from the weekly of the largest circulation, and allow 
himself to pay for the other papers a fair sized bonus, proportionately, for 
alleged quality. The advertising space may not be worth this difference to 
the advertiser, but if the conservative papers will not take less, it generally 
pays the advertiser to advertise in them to a moderate extent, throwing 
the bulk of his money into the greater pages. 

The newspaper which cannot earn its rates is generally willing to take 
a great deal less than its rates. 

The paper which invariably earns its rates always sticks to its rates. 

If the advertising space is worth what is claimed for it the paper has 
no more right to cut it than has the United States the right to sell three 
two-cent stamps for five cents. 

There is nothing which shows a newspaper's weakness, and creates so 
much question about its value, as a different rate for different customers. 

No good paper has cut rates. Cut rates are not business. 

The paper which receives the most for its advertising space, and con- 
tinues to get it, is the paper which carries the most advertising, which 
makes a customer to keep a customer, and which is sure to bring more profit 
for the advertising investment. 

The general rule applying to local newspaper rates can cover, in a 
general way, the regulation of rates in national magazines and other 
general publications ; but national mediums do not. expect to obtain, per 



ADVERTISING KATES. 115 

thousand circulation, as high rates as must be proportionately asked by 
local papers, with the exception of the great dailies, which can hardly be 
classed among the local advertising mediums. 

Generally, one cent a line per thousand circulation is considered not 
exorbitant, although several great weeklies and monthlies bring the pro- 
portionate rate far below this figure. 

Certainly one-half of a cent a line per thousand circulation is low 
enough, and any publication doing better than that is offering advertising 
space at sub-bottom, if its quality be presentable. 

In general advertising, the advertiser cannot be too much on his guard 
against the publications of quality, without quantity, with rates appar- 
ently of extreme cheapness. 

Advertising space is merchandise, and must be bought upon a definite 
business basis. 

Circulation is an actual part of space value. 

The advertiser must consider circulation and quality, weighing each 
carefully, basing the rates upon the collective value. 

The hundred great national publications will cover more ground than, 
perhaps, a thousand other national publications, of good quality, and of 
small circulation. 

Four dollars a line may be lower in one publication than five cents a 
line in another. 

The advertiser has a right to know what he is buying. 

Those are exceptional publications which can justify their right to be 
silent upon circulation, but there are not many of them. 

The publication of large circulation isn't ashamed of it. 




Advertising Space 



" Don't crowd a good thing " 

CONOMY is to be practised in advertising. 
Economy is to be practised in everything. 
Advertising need not have all the economy. 
The old business maxim, that " that which is worth 
doing is worth doing well," applies in its full strength to 
advertising. 

Better not advertise at all than to botch it. 

No sensible merchant would think of crowding forty cubic feet of dry 
goods into thirty cubic feet of storage, yet the same merchant very likely 
attempts to draw trade into his fifty thousand dollar business, with adver- 
tising space a five thousand dollar man would be ashamed of. 

One may advertise too little, and lose money. 

One may advertise too much, and lose money. 

Advertising expenditure should be followed and regulated, and every 
advertising experiment tested and re-tested. 

Every dollar put out in advertising should be watched from the time 
it goes out until it begins to come in. 

Let your advertising space be as large as your business. 

No more think of crowding your advertising space than of crowding 
your salesroom space. 

Customers are much more important than spacious warerooms. 

Better have plenty of warerooms, and plenty of advertising. 

The successful advertiser invariably has plenty of space, and uses few 
words in it ; and what is more he never cuts his advertising seriously 
during the alleged dull times. Experience has taught him that the time 
to advertise is about all the time. 



ADVERTISING SPACE. 117 

It is well enough to use small space, if you can hire folks, at a reason- 
able price, to look at it. 

It is remarkable that when some business men begin to cut expenses, 
they cut the advertising with a broad axe, and carefully prune out little 
expenses here and there in other parts of the business. 

Not only is this senseless logic practised by business men who do not 
believe in advertising, but it is frequently done by those who say they 
appreciate the value of advertising. 

A goodly proportion of merchants, even though they believe in advertis- 
ing, and are having the value of advertising continually shown them, are 
trying to crowd an inch advertisement into a half inch, and a column ad- 
vertisement into six inches. 

It is right to save all you can, but there is such a thing as feeding the 
spark of advertising with so little fuel that the advertiser is the only man 
who knows the spark is there. 

The small advertiser may not consistently afford a full page, and many 
somewhat expensive advertisers find that a column is more than they feel 
justified in paying for. 

If the advertiser sells ten thousand coats this year, does not the success 
in selling make him willing to try to sell more coats next year ? Does he 
not enlarge his store with the business hope that the ten thousand sales 
may swell to fifteen thousand ? 

The successful business man may tie a string to his experiment. 

The unsuccessful business man keeps such a tight hold on the string 
that the experiment has not chance for healthful exercise. 

This kind of a man does not lose money long, because he soon finds 
himself without money to lose. 

The business man has two things to consider : First, will he be satisfied 
with the business he now has ? Second, will he strive for more business ? 
If the first, he will find advertising necessary to keep his business ; if the 
second, he will need much advertising to make his business grow. 

The argument of this book is addressed to the progressive business man 
who wants more business, and is willing to take legitimate chances to get 
it. He is the man who experiments legitimately without taking gambling 
chances. He is simply willing to take reasonable risk for reasonable 
profit. He experiments with every department of his business, puts out 



118 



ADVERTISING SPACE. 



as much money as he consistently can, increases the expense of his adver- 
tising as he does other departments of his business, with the settled busi- 
ness hope, backed by clean experience, that the expenditure of a little 
more money may bring in more 
money. 

He is not one of those senseless 
men who do so little advertising that 
the healthy root of advertising is not 
sufficiently fed to make a healthy 
tree, and consequently does not pay 
the advertiser, for there is not 
enough of it to make the shadow of 
an impression. 

A little advertising is worth some- 
thing, provided the business does 
not admit of more of it. 

Good advertising demands that 
its volume be proportionate to the 
business. 

The ahead-of-the-times-merchant 
carries his advertising a little ahead 
of his business, because he finds 
that to work a little ahead of the 
times enables him to be ready for 
the times when the times come. 

There are few cases where too 
much advertising has swamped a 
man. 

There are plenty of cases where 
too much advertising used up the 
money, because money was not well 
spent in other directions. 

Advertising is only a part of business. Its effect depends on its perfect 
dovetailing into every branch and part of business. 

Advertising cannot bring business unless it works in harmony with 
business. 




Plate Xo. 1. 



ADVERTISING SPACE. 



119 



A small, insignificant, crowded advertisement in a crowded paper may 
bring some business. If it will bring any it proves that more of it would 
bring more business. 

A general rule, designating the amount of profitable advertising for any 
one who advertises, can not be given in a book of generalities. 

The size of the advertising space should be regulated not only by the 
size of the business, but bv the advertiser's ability to make the business 




Plate Xo. 2. 



larger, his willingness to plant money in every legitimate field, to more 
firmly root the business which he owns. When he decides to build 
business by spending money to build it with, he must put a good portion 
of that extra money into advertising, or folks will not know that he is 
business building. 

Open space around an advertisement is sure to make the advertisement 
prominent. 



120 ADVERTISING SPACE. 

Open space cannot in any way be considered wasted, for it is really of 
as much importance to the advertisement as the wording of the advertise- 
ment itself. 

Open space can be supplemented by rules or ornamental matter, serving 
to focus the attention upon the words enclosed. 

The more open space there is around an advertisement, or the more 
focusing lines, whether it be a small advertisement or a page, the more 
conspicuous will be the meat of the advertisement. 

Plate No. 1 illustrates white space around single column advertisement. 

The effect of common brass rules is apparent in Plate No. 2. 




Dull Time Advertising 



" Times are dull! bah, then don't be with the times " 

HE discussion of a principle of advertising which has never 
received the attention it deserves. 

In attempting to prove the correctness of the hypothesis 
along which it is proposed to travel, it may be necessary to 
sail against the popular current, but so long as the theory is 
backed by principle, and substantiated by the opinions of deeply thinking 
and shrewdly figuring advertisers, there is no objection to sailing against 
the tide, if the tide be not the stronger. 

The general advertiser naturally divides his seasons into distinct parts. 
There is the fall season, the holiday season, the so-called out-of season 
following the holidays, the spring season, and the summer season. The 
last is universally considered by those business men who hold the ideas of 
their fathers, assisted by a few spinal-marrow ideas of their own, as the 
legitimate excuse for cutting expenses somewhere, particularly in the adver- 
tising department. 

There are many shrewd business men who have succeeded in making 
moderate fortunes, and still retain the opinion that it pays to advertise 
when trade is good, but that advertising cannot be profitable when trade is 
supposed to be stagnant. 

Certainly it is not profitable to advertise sleds in July, nor to make a 
specialty of advertising ice cream freezers in January. Everybody knows 
very well that it does not pay to advertise summer time tables in mid- 
winter, nor arctic overshoes in summer. It certainly is not profitable to 
advertise those things which have a special season for their use, and are 
only purchased in a transient way, during that time of the year when no 
one cares anything about the particular thing in question. 

121 



122 DULL TIME ADVERTISING. 

The statement, made by many advertisers, that people do not read the 
papers during the hot months, and that reading is largely confined to the 
cooler seasons, when the weather forces people indoors, where they are 
supposed to be given time for reading, and other mental improvement, is 
absolutely false. 

It is proposed to argue this question along the trodden path of axiomatic 
truth, in order that it may be proven that there is as much reading done 
during the summer as is done during any other season of the year. 

In the winter, people stay indoors because nature makes it necessary for 
them to do so, but during that season every business man is busy, and every 
woman is making clothes, or attending to certain indoor duties, including the 
enjoyment of social life, calling, entertainments, and other recreations, cou- 
pled with constant attention to stern necessities, all of which are not likely 
to be attended to when the mercury dances in the tube. There are excep- 
tions, but general principles furnish the best basis for definite argument. 

By observation it can be easily proven that there are as many papers 
and books read between the first of June, and the first of September, as 
are read at any other time of the year. It is then hot, and uncomfortable, 
and people "let down the bars" of business, and straight laced society 
duties, to spend their time upon the piazzas, at the seashore, in the moun- 
tains, or by the lakes. 

There never was a man or woman, with brains enough to comprehend 
the head-line in a cheap newspaper, who did not carry to the summer cot- 
tage, or the summer hotel, or to the home, about as large a stock of books 
and papers as of clothes and necessities. 

The scramble for daily papers and magazines in the reading room of 
every hotel, and at the news stand of every country resort, during the hot 
months, teaches a kindergarten lesson of positive fact. 

Every decent publication is making a special effort to supply light sum- 
mer reading, and the effort is appreciated. 

Many of the leading publishers of the country give as much attention 
to the production of summer literature, in book or periodical form, for 
summer readers, as they do to the publication of Christmas stories for the 
holidays. 

The statement made that it is too hot to read is built upon nothing ; 
it is never too hot to read ; it frequently is too hot to work. 



DULL TIME ADVERTISING 123 

A man who goes off to spend a day, and forgets to buy something to 
read, on the steamer, or on the cars, is sure to hunt through the inside 
pockets of his vest for some readable scrap, or will quietly steal the laid 
aside papers of his fellow-passengers. 

One must here meet an argument, which cannot be overcome because 
nature is with it, and yet it does not affect the general strength of this 
article : a great many people do not buy heavily during the hot months, 
because they are away, or the weather makes the effort disagreeable. This 
is admitted, and it is farther admitted that less goods are sold during the 
summer than are sold during any other season, but that no goods are sold 
during the summer, or that trade shrinks in the proportion popularly sup- 
posed is not true, and never will be true. 

One reason why so few goods are sold during the summer is that dealers 
make comparatively little effort to sell goods. If people purchased what 
they wanted, and knew what they wanted, there would be no drummers, 
and no advertising. Goods would simply be put on the shelves, and a card 
of description and price be placed upon them. Customers would come 
into the store ; look around to find what they wanted ; carry the goods to 
the girl, to have it bundled ; and pay the check at the cashier's desk. 
Trade would be like the bill of fare in a restaurant. 

The man who wants an overcoat or a pair of shoes is likely to put off 
buying until someone or something suggests the purchase to him. 

There can be no dull season in a live store, the store where the heat is 
taken into consideration, where seasonable goods are placed upon sale, and 
heavily advertised. 

The secret of profitable advertising in the dull seasons is simply to 
arrange it so as to appeal directty to the requirements of the season, and 
to the coming seasons. 

It has been proven that the sale of everything, except absolute necessi- 
ties, is made two or three months before the definite order is given. 

The majority of men do not even buy a tennis, coat until they have 
thought of the matter for several weeks. 

The average woman considers a baby carriage a month before she buys one. 

It is the little suggestion which turns the possible customer in the 
direction of any particular store or article. This suggestion is generally 
the advertisement which forces into the mind a not yet recognized desire. 



124 DULL TIME ADVERTISING. 

If the advertisement continues it is sure to strengthen, and to fan into 
life, the germ which it planted the first time it was seen. 

Experience well demonstrates that it is better to advertise goods before 
season, than after season, or even during season. 

As early as July the people are beginning to make up their minds what 
they will do, and what they will have, during the fall and winter. At this 
time everj-body is considering the heating of their houses. The past winter 
is not so far backward, and the coming winter is not so far forward, for the 
people to forget winter. 

The shrewdest of national advertisers have advertised extensively during 
the summer months. Very likely cooking stoves will not be sold 
during July, nor will a man necessarily buy a furnace during August, but 
if he is thinking of buying a stove or a furnace, he and his wife will 
begin to consider the matter, and to gradually make up their minds in that 
direction, long before the definite sale is made. 

Vacation time is the season of " eat, sleep, and read," the time when the 
business man removes himself from the cares of routine office work, reads, 
turns his attention to home and home comforts, and makes up his mind 
that he wants this or that, long before he buys it, because he then has the 
time in which to consider it. 

The assertion can be safely made that fully one half of the goods pur- 
chased, between the first of September and the first of December, have been 
bought, in the mind of the purchaser, during July and August, even 
though the purchaser himself may not have realized that he had involun- 
tarily made the decision. 

There are heavy sales made during the summer. Stockings wear 
out, and new ones have to be purchased. The man who said he 
wouldn't have a linen coat in the spring, finds he had better have one in 
the summer, and buys it. Summer underwear is sold during the hot 
weather, even though most people are supposed to buy it ahead of time, 
for summer underwear wears out, and more of it is necessar} 7 . 

Many people buy clothes in the summer because they forget to buy 
them during the spring, or keep putting it off. The sale of everything in 
general is large, not so large as it is during other seasons of the year, but 
large enough to make it silly business sense for a man to drop the work of 
business, and to stop advertising, during the recreative season of the year. 



- I _ ; 

A 

possible c ustomers. that they ma y be his customers when 

.son sets in- Specially important it is to adrertise e verything 

of a permanent character, like stores, lumber, beating apparatus, gas fix- 

. . : . . : . . . . . . : 

:-/.-.: •■-•:. .:.-: :_* : ~-----: V. 1 :.::-> ••■:.>.-. '.;.-:;■■ "- ri ;_:. >.;_•; V. -. •■: ..■: 

:--' • ..V:. T;_-: >::. c .::'...:•:::..: : :- .' • :... .:,::..' \:_ 

advertisements in the papers, not only during the selling seasons, but be- 

.'.3, when the strength of advert: ?ir.g is latent, jet there, 

easily seen by the foolish man who easts his dollars upon the 

financial vra: are them come hack to him with the next flooding of 

the tide. 




flagazine Advertising 



" <A book's a book, though there's nothing in it" 

MAGAZINE, technically speaking, is a pamphlet, periodi- 
cally published, not less frequently than twice a year, 
although there is no direct authority for barring a yearly 
pamphlet from magazine classification. 

The term pamphlet is somewhat misleading. 

In a restricted technical sense, a pamphlet is a printed work of any 
kind, of eight or more pages, with leaves stitched, sewed, pasted, or other- 
wise fastened together, that the leaves may be turned as in a book. 

A pamphlet need not necessarily have a cover or wrapper, although the 
majority of pamphlets possess covers, generally printed upon some tinted or 
colored paper, the paper stock being heavier, or of a different quality, than 
that used for the inside pages. 

Commercially, however, not many printing houses would consider a few 
pages, stitched, sewed, pasted, or otherwise fastened together, and without 
a cover, as a pamphlet. 

No printers' or publishers' association has as yet officially designated of 
what a pamphlet shall consist. 

The interpretation of the definition of pamphlet is left largely to 
individual judgment. 

If one insists upon following the dictionary's definite definition of a 
pamphlet, and if he assumes that all publications of pamphlet form are 
magazines, then he must place a large proportion of the literary papers 
now upon the market under the general classification of magazine, for 
many of them contain eight, twelve, sixteen, and twenty-four pages, and 
are stitched, sewed, pasted, or otherwise fastened together, with covers of 
thicker paper, generally colored, and embellished with some ornamental 



MAGAZINE ADVERTISING. 127 

design. Commercially, such publications, if published weekly, are not 
considered magazines, but are placed under the general class of papers, are 
advertised as such, the name magazine never being applied to them by 
their publishers, editors, or readers. 

Defined by the dictionary of public custom, a publication termed a 
magazine must be stitched, sewed, pasted, or otherwise fastened together, 
be bound with a cover, and issued not less frequently than once a month. 

Weekly publications, even if bound with paper covers, are not generally 
considered magazines, unless they closely resemble, in every mechanical 
and literary condition, the standard monthlies. 

On the other hand, high grade publications, even if not in the usual 
magazine form, but published monthly, are generally considered under the 
general magazine classification. 

In 1731, The Gentlemen's Magazine began its publication in England. 
This is probably the earliest regular magazine published in the world. 
This magazine is in existence today, and has been continuously published 
since its birth, but its present appearance is in every way removed from 
the general style and scope of its pioneer years. 

Magazines have been in existence about as long as have newspapers, 
with the exception of a few earlier papers, which were of little account 
except as forerunners in the establishment of genuine journalism. 

The impetus of increased advertising was first felt by the local news- 
papers. 

The more local the publication, the more advertising it began to receive. 

When progressive business proved that advertising space was merchan- 
dise, and that advertising was a part and parcel of trade permanency, 
newspaper advertising received its first business recognition. 

Large manufacturing concerns, and wholesale houses, with success on 
every hand, with a business solid and permanent, were brought face to face 
with the business problem, that advertising will make even permanent 
business stronger and larger. 

The experiment was then tried of advertising the retail stores, that the 
product of the wholesale houses might be the more easily sold. 

The success of this plan demonstrated that the wholesaler and manu- 
facturer must resort to national advertising to stimulate increased trade. 

It was all well enough for the wholesaler to advertise in the local papers, 



128 MAGAZINE ADVERTISING. 

although advertising in these papers should be largely confined to the 
retailer. Such advertising brought returns, but the expense was so great, 
if all of the fields were properly covered, that the national advertiser 
naturally looked in some direction where he could obtain the same results, 
with less expenditure of money. 

At this time magazine advertising was recognized. Until then the 
majority of magazines contained hardly a dozen advertising pages. 

Twenty years ago, when national advertising gained its first important 
position, that is, when national advertising was sufficiently recognized for 
every national advertiser to consider the advisability of becoming an exten- 
sive advertiser, magazine advertising began to grow, and it has grown more 
rapidly than any other class of advertising, with the exception of local 
advertising in the Sunday and great daily papers. 

Magazines, with hardly an exception, are national institutions, covering 
generally the entire United States in their circulation, with the few excep- 
tions of magazines which are semi-national, covering distinct and large 
districts of the national domain, at a more or less sacrifice of general cir- 
culation. 

Today, there is hardly a national advertiser of any consequence not 
represented in all, or nearly all, of the leading magazines. 

So rapid has been the growth of magazine advertising, and so many are 
the number of advertising pages in the back of the magazines, that some 
conservative advertisers have suggested the doubt that there be much real 
business bringing value in advertisements crowded into the back of maga- 
zines, where one must turn from twenty-five to fifty pages, either way, to 
meet them. 

These advertisers have recognized the value of magazine advertising, 
and still believe in magazine advertising, if it be confined to cover or 
other preferred position. 

This argument, apparently, is based upon good judgment, but it is 
obliged to meet the law of general opinion and general averages, a safer 
and better law to follow than the law of specific judgment. 

Doubting business men cannot climb over the solid business wall of 
profitable advertising, which has been erected by the national magazines, a 
wall built of dozens of pages of shrewd and progressive advertisers, 
pages which were there ten years ago, and are there today. 



MAGAZINE ADVERTISING. 120 

When nearly one hundred per cent, of the great advertisers of America 
are habitual and careful advertisers in the magazines, and when less than 
five per cent, of them can have preferred positions, if they want them, it 
is senseless for an}- advertiser to attempt to believe agaiust magazine 
advertising. An overwhelming majority, by continuous experience, has 
proven magazine advertising space to be of the greatest trade producing 
value. 

The author of this book, with the deepest respect for the literary 
quality of magaziners, who are the shining lights of American and 
foreign literature, thinks that he can venture the assertion, that, in the 
majority of magazines, leading magazines not excepted, there is as much 
real ability displayed in the composition of the advertising pages as there 
is given to the preparation of the matter which deserves literary recogni- 
tion, or without meriting it, is paraded under the name of popular literature. 

Nowadays almost any one of good education, and with a thorough 
mental training, with a reasonable amount of originality, and some knowl- 
edge of human nature, can produce acceptable literature, or that which is 
supposed to be acceptable, but the man who can frame, in limited adver- 
tising space, advertising which will be read, successfully competing 
against the argument that people do not read advertisements, must have a 
keener knowledge of human nature, and understand the proper handling 
of Herculean English, to an extent which never need be reached by the 
average producer of literature. 

The advertising pages in the leading magazines, today, are models of 
business art. They may not work along the lines of literature, they may 
not be poetical or aesthetic, but they are plain, common sense statements, 
of more or less business fact, so arranged typographically and otherwise, 
as to force unto themselves readers and to come out the winners in the 
race for business. 

In some magazines are from one to two hundred pages of advertising, 
each page with from one to six different authors, placed in positions 
certainly not as good as the body of the magazine, and yet the quality 
of these pages, for the last fifteen years, has been sufficient to literally 
force the readers of the magazine to study them. 

It is simply a fight of quality against quantity, and quality always 
wins. 



130 MAGAZINE ADVERTISING. 

The majority of first class articles of necessity and luxury are adver- 
tised in magazines. 

Magazine advertisements are, in the most part, of reliable, thoroughly 
businesslike houses, concerns which have never presented faulty goods, 
and are known throughout the country as strong in their business, and 
able to produce exactly what they claim. 

Magazine advertising pages become a sort of human want directory, 
embellished with eye-pleasing features. 

Magazine advertisements tell the woman and the man where to obtain 
desirable articles of every kind, and they go further, they suggest to 
them, argue with them, and in the majority of cases, really give as much 
benefit to the receiver, as the receiver gives to the seller in buying of him . 

In modern days, when new methods of heating and ventilation, and of 
plumbing, and of home brightening, and of hygienic dress, and of health- 
ful foods, and of many other things which make people stronger, better, 
and happier, are introduced, the advertising pages in the leading maga- 
zines have a right to claim recognition in the field of philanthropy. 

Magazine advertisers present to the readers of magazines about every- 
thing in the line of necessity, comfort, and luxury. Here are pages of fact, 
and pages of suggestion ; read simply because they are worth reading. 

The advertisements of similar articles pit themselves against each other. 

The majority of people, whether they be women of style, or women of 
family, men of leisure, or men of business, conservative people, or other- 
wise, run through the advertising pages of magazines as carefully as they 
go through the other pages, and frequently read the advertising pages 
more intently than they read the body of the magazines. With the 
present tendency of over baked literature, with the magazines crowded 
with matter little appreciated, and slightly read, because it is supposed to 
be the proper thing, the advertising pages come in as a happy compromise 
between that which the people think they are interested in, and that which 
they are vitally interested in. 

Long continued stories, dry articles on buried art, descriptive papers 
about some almost unknown queen who never did anything to merit the 
mention of her name in a musty encyclopedia, are today assisting in 
filling the magazines, and the reader, with a spasm of relief, turns to the 
back pages where he can read something grown of modern sense. 



MAGAZINE ADVERTISING. 131 

So long as magazines keep up their apparent high grade, and so long 
as they are illustrated in the highest style of the engraver's art, they will 
sell, and their circulation will constantly increase, even if people do not 
find within their reading pages a single article which they really enjoy. 

Magazines, no matter what they contain, are admitted as part of life's 
necessity, and so long as circulations exist, they must have circulations un- 
equalled in quality, and seldom equalled in quantity." 

The idea of placing comical pictures, and other interesting matter, be- 
tween the advertising pages, somewhat assists in making them valuable ; 
but the statement can be made and proven in any district, that the adver- 
tising pages in any magazine are read, whether they are interspersed with 
comical illustrations, or bunched together in the back of the magazine, 
embellished only by themselves. 

Business men are not fools in any community, and are certainly not 
fools in majority, and when the magazine publisher can truthfully point 
to the back pages of his magazine and say, " here are advertisements of 
the greatest advertisers of the country ; I have had them in this magazine 
for ten consecutive years, and they are constantly increasing their space, 
running in the magazine during dull season, and during season," the 
agnostic advertiser had better not ventilate his personal opinions against 
magazine advertising. 

Many national advertisers, in order to test direct returns from advertis- 
ing, frequently avail themselves of one of the much tried and generally 
useless methods of inquiry testing. They use a number of different street 
numbers, a particular street number for the advertisement in a particular 
publication, and carefully await the returns which arrive under that 
number. 

Other advertisers scrutinize the letters with the greatest care, and 
credit every publication, when the writer of a letter mentions the publi- 
cation he saw the advertisement in. 

These methods of testing, in certain instances, are justifiable, and have 
been known to give the advertiser a more practical idea of the value of 
some mediums. 

In an advertisement announcing a chromo, or any other cheap article, 
sent for a cheap price, usually upon receipt of stamps, it is sometimes 
good business policy to test the pulling power of mediums in this direc- 



132 



MAGAZINE ADVERTISING. 



tion, but for the advertising of standard articles in high, or medium grade, 
publications, there is not, and never can be, a practical method of testing, 
which will unquestionably prove the value of the medium. 

The only method of testing in recognized publications of every class, 
and of far reaching constituency, is the individual judgment of the ad- 
vertiser, coupled with the opinions of other equally progressive and con- 
servative advertisers. 

If a high grade magazine, or any other publication, has been in exist- 
ence for a definite time, is found on every news-stand in the United 
States, is talked about, quoted from, and, so far as the advertiser can judge, 
is read everywhere, then that publication must be a good advertising 
medium for the majority of everything, no matter whether or not it stands 
the narrow test of definite inquiries. 

The majority of people who buy anything, outside of the simplest neces- 
sities and novelties, will not state where they saw the advertisement. That 
matter is of no consequence to them, and they do not recognize the ad- 
vertiser's right to so inquire. 

The better class of advertising seldom brings direct returns. 

The man who expects his magazine advertising to make direct sales, 
which he can trace positively to any particular magazine, had better not 
be a magazine advertiser; he will be disappointed. He may as well 
attempt to hold responsible for sales, the quality of glass in his show 
windows, or the polish on his wareroom floor. All these things count in 
the consummation of sale, they are essential, but no true merchant gives 
the credit for his whole business to one particular thing. It is the harmony 
of the everything which brings him business, and advertising is part of 
that Avhole, particularly magazine advertising, which certainly is as high 
grade advertising as any advertising can be. 

The leading magazines, and there are comparatively few of them, that 
is, the publications of the highest literary and illustrative quality, dis- 
criminate with the nicest care, the character of every advertisement they 
receive. They carefully look up the responsibility of the advertiser, not 
only so far as paying his advertising bills is concerned, but his reputation 
for being able to do as he says he will do in his advertisement. While 
they do not guarantee advertised statements, they are substantially 
sponsors for their advertisers. 



MAGAZINE ADVERTISING. 133 

The value of advertising, magazine advertising, or of any other class, 
is always influenced by the quality of the accompanying advertising. 
The advertisement of the highest grade carriage may be worth little if it 
be placed alongside of advertisements of questionable character. 

There are many magazines, of a cheap grade, which are virtually adver- 
tising schemes, and are published simply for the profit there is in ad- 
vertising. 

A magazine which cannot hold its own, outside of advertising patronage, 
never can be a good advertising medium. Advertising simply gives a 
magazine extra profit, which no publisher of sense refuses to receive. 

The quantity of magazine advertising value is often in the quality of its 
advertisements. 

Magazine advertising is naturally cumulative, that is, a fair propor- 
tion of the readers read two or three, or all, of the leading magazines, and 
a number of the magazines of medium grade, therefore they are liable 
to see the same advertisement several times. This adds strength to 
advertising, for the reason that there is no publication on the earth in 
which it can pay the advertiser to advertise exclusively. A certain 
amount of cumulative advertising is positively necessary. It can be 
carried too far, but it better be carried too far than not far enough. 

The tendency of the times in magazine advertising is toward full pages. 

Many advertisers use two or more full pages in every issue of the 
magazines. Other advertisers, of national reputation and business success, 
are never known to use less than one quarter of a page in the magazines. 

Less magazine space than one quarter of a page does not give the ad- 
vertiser a chance to tell an intelligent story, nor to use type large enough 
to be read without difficulty. 

Magazine advertising is not cheap advertising. It rises to the dignity 
of typographical display, and artistic illustration. 

The majority of magazine advertisers, who use a quarter page, can 
better afford to use a half page. The half page advertisers are one by 
one dropping into full pages. 

Many of the progressive advertisers, who have distinct seasons of selling, 
compromise the page plan by using half and quarter pages during ex- 
tremely dull season, returning to full pages preceding and during selling 
season. 



134 MAGAZINE ADVERTISING. 

This principle is commendable, for half or quarter pages during dull 
season will certainly connect the two seasons of advertising, and keep the 
reader from forgetting that the advertiser did business last year. 

In magazine advertising brevity is essential, and neat typographical 
display of the greatest importance. 

The advertiser must see to it that the quality of his advertising in the 
leading magazines reaches to the quality of the magazine itself. 

He must not be too artistic, too aesthetic, to shoot over the heads of his 
readers. 

No matter how high toned the magazine may be, the majority of its 
readers are not high toned people. 

The jDopular idea that the high grade magazine goes only to the highest 
grade of people, if true, would be the death-blow to the magazines. 

The intelligent people of the upper class will read all these high grade 
magazines, but if the magazine depended upon them, and only upon them 
for circulation, it would not have enough circulation to pay its paper bill- 

The great middle class, whether they be aristocratic or otherwise, are 
the readers of magazines, for they are the people who make everything in 
business possible. 

The advertiser must not sink below the level of this middle class. He 
had better be a little above it than below it, but if above it, beware of 
being mystifying, and over literary, framing the advertisement with non- 
sensical sentences which read well, but mean nothing. 

Plain English and simple sentences are far more artistic, in the standard 
of true art, than chains of words of elaborate construction. 

The advertising pages of magazines are not the arena for the display of 
rhetoric and classical education. They are simply for the presentation of 
fact, so thoroughly mixed with simplicity, that the whole appearance is as 
simple as the alphabet, and as delightful to read as a modern Robinson 
Crusoe. 

Illustrations in magazine advertising are to be recommended, for the 
reason that illustrations are to be recommended generally, and because 
magazines are so well printed that the illustrations will show to advantage. 

There are classes of business which cannot illustrate their products. 

It is simply absurd to attempt to show the heating qualities of a steam 
boiler by an illustration cut down to fit the size of a magazine quarter- 



MAGAZINE ADVERTISING. 135 

page. The illustration may be all right in a catalogue, where an explana- 
tion can follow it ; and in a technical catalogue, where it will be understood 
by professional men ; but a magazine illustration of a steam boiler gives 
little or no idea of what the boiler will do. 

There is nothing attractive about a picture of a steam boiler ; no life in 
the picture. 

Any steam boiler, to the average owner of a house, looks about the same 
as all other steam boilers, and a picture of it doesn't show the advantages 
of it over any other. 

Better use magazine space for argument, or set the advertisement in 
larger type, than to fill it with unprofitable illustrations. 

Where the illustration will give a plain idea of the quality and effective- 
ness of the article advertised, then it should be used, and especially in 
magazine advertising. 

The majority of magazine advertisements should be surrounded with 
some neat, striking border. 

Borders are to be recommended always, and artistic borders, and borders 
of distinct character, can be used in magazine advertising, when they can- 
not appear to advantage in newspaper advertising, for the newspaper is not 
sufficiently well printed to show them to advantage. 

It is suggested that the magazine advertiser have most of his advertise- 
ments set in some first class printing house, sending to the magazine elec- 
trotypes. This will give a different style to the advertising, which cannot 
be obtained from the magazine composing room, even if the magazine com- 
posing room be almost inexhaustive in its capacity. 

The advertiser is looking for newness, and if his advertisement be of the 
highest character, and is set in the standard t}^pe of the magazine, it is 
liable to look like a dozen or fifty other advertisements, set wholly or partly, 
in the same type. 

The plan of having advertisements set in first class printing houses 
applies to all other advertising, as well as to magazine advertising, but the 
magazine can, more than the majority of weekly or daily papers, bring out 
fine typographical appearance, on account of the quality of its paper and 
its press work. 

There are in the United States many magazines of a second or third 
rate, known as household magazines, ladies' magazines, some of them illus- 



136 MAGAZINE ADVERTISING. 

trated in the highest style of the art, and others not illustrated, or illus- 
trated so poorly as to suggest the advisability of no illustration at all. 
These magazines, if they have large circulation, even though they may 
be of a second or third grade in the quality of their contents, must be 
good advertising mediums for general household necessities, and many 
luxuries. 

The magazine which is positively vulgar, filled with advertisements of 
unreliable goods, ought not to be, and generally isn't, a good advertising 
medium, even though its circulation may be numbered in the hundreds of 
thousands, but because a magazine is printed upon rather poor paper, and 
sold for a low subscription price, there may exist no good argument against 
its quality as an advertising medium, if it have general circulation, and is 
of a character interesting to women in general. 

If a magazine has a definite field, appealing to something of direct 
interest to the household and to the woman, like floriculture, cooking, home 
decoration, education, or to the general duties of the housewife, then that 
magazine, though it may not be well printed and particularly well edited, 
has, by covering its distinct field, the right to claim that its advertising 
space is of value, even if its subscription price is far below that asked for 
the leading magazines. 

National advertising can be done without the use of magazines, and 
business built and held, but no first class business man will refuse to use 
magazine advertising space in his business, if his business be of a national 
character, for the magazines present to him, for the money, as good, if 
not the best, opportunity of reaching the national pocket-book. 

Magazine advertising, more than any other class of advertising, must be 
continuous. 

Magazines are not birds of passage. 

While the bulk of magazine advertising value does not spread over a 
period longer than thirty days, the life of magazine advertising never 
dies. 

Magazines are loaned more than any other class of reading matter, and 
frequently the older copies are passed around the town circle, for the very 
good reason that the lender has read them, and can better afford to lose 
them. 



MAGAZINE ADVERTISING. 137 

Magazine advertising space approaches nearer to the line of permanent 
value than can any other method of advertising, but no national advertiser 
of sense depends wholly upon magazine advertising. He uses all of the 
good magazines, and he extends his advertising by using every other 
method known to him to be profitable. 

In the combination of all good methods of advertising is profitable busi- 
ness. 



"The Giant of the Monthlies." 



1850 




1892 



Harper's Magazine 



is the best medium 
for advertisers. 



Why? 



Because after trying 
it they say so. 



JOHN WANAMAKER, 

Postmaste?'- General of the United States, 

Is usually considered, and rightly so, one of the brightest 
business men in America, and when he writes to the Editor 
of Arthur's New Home Magazine as follows: 

Office of the Postmaster-General, 

Washington, D. C., Feb. 17, 1892. 
My Dear Mr. Reed : 

As your Magazine gets thicker, it gets brighter. Like 
the big wood fire on the hearth in my library when I pile 
more logs on. I knew Mr. Arthur very well from way back, 
but I doubt if he would know his old monthly since you've 
put out the dead wood, and put in so many more pages and 
departments, and taken on so many young and sparkling 
writers. 

If you keep on giving such good pictures you'll have 
200,000 subscribers. I fear advertisers will crowd you (for 
some things can be well advertised in magazines), but don't 
drop any of the reading pages, and don't let a dry or dull 
line creep in. 

Don't raise the price either, if you can help it, even if 
it is half the price of other no-better magazines. I con- 
gratulate you on doing what no one else has done in putting 
out two copies at the price that others charge for one. The 
old homestead and the young daughters' new home can each 
have your Magazine without paying more than others charge 
for single copies of their publications. 

Your old friend, 

JOHN WANAMAKER, 

It should indicate to the average American citizen that under 
the new management it is at least awake, and when we know 
that they have more than trebled their circulation within 
the year, and that, among the very best people of the land, 
we may admit, without further argument, it has been the 
journalistic success of the year. 



1* 

'4* 



The 

Home 

Magazine 

HAS A SWORN CIRCULATION OF OVER 

340.000 COPIES 

EACH ISSUE. 

Conducted by Mrs. John A. Logan. 

A Magazine for the Homes of 
America. 

Never a doubtful line is admitted to its 
columns, whether in the reading matter or in 
the advertisements. 

It is Clean, Wholesome, and 
Pure. 

If you have anything to sell, it will pay you 
to write for our advertising rates. We can 
bring you business. 



THE BRODIX PUBLISHING CO., 

WASHINGTON AND NEW YORK. 



Keep Your Eye on 

GODEYS 

(For 62 years Godey's Lady's Book) 

In Point of Priority and Excellence 

America's "First" flagazine. 

Established 1830. Rehabilitated 1892. 

Qapital, Qoupled with Qleverness must 

Qause Qnmnlative Qonquest and 

Qreate Qorresponding Qoin. 

Advertising Department of GODEY^S 
is at 21 Park Row, New York. 

RATES LOW. ADVERTISERS TREATED WITH ABSOLUTE EQUALITY. 

OUR RECORD. 

Continuously published for 62 years, brightening homes, 
bestowing happiness. Apt illustration of the law, 
" Survival of the fittest." 

are pledged to spend $1,000,000, if necessary, to maintain 
NeW Owners GODEY'S recognized position and to make it THE distinctively 

high class Magazine of America. 
pj . has taught us how to please a host of intelligent readers. We pur- 

nxperience pose to surpass all records< 

of talent in every line of literature assured. Once admitted to 
Notability GODEY'S columns, it is conclusive evidence of the excellence of 
an author's work. 

MPwSr EVERYTHING NEW 

l\£j/ VV Attractions. Except the legion of old _ A TT?W 

Ideas. subscribers — they ALL Ivxy— IN JC/ VV . 

Everybody Reads It ! Every Advertiser Must Use It ! 



QODEY PUBLISHING CO., 21 Park Row, New York, 



Business 
Bringer 



The reason it pays to advertise 
in Munsey's flagazine is because 
Munsey's Hagazine is the readable 
magazine of America. 

Frank A. Munsey & Company, 155 East 23d St., New York. 



142 




Fiction, Fashion, 

Flowers, Fancy Work, 
Home Decoration, 

Art Needlework, Stamping, 
Painting, Designing, 

Cooking, Housekeeping. 
In short, 

everything pertaining to 



WOMAN'S WORK AHP WOOWS PLEASURE. 



Paid Subscription List 
News=stand Sales each month 



above 100,000 
about 30,000 



Forms close regularly on the 25th of the SECOND month next preceding date of issue. 



PRESENT ADVERTISING RATES. 

Ordinary display advertisements 80 cents per Agate line. 

( 3 months, or 100 lines ... 5 per cent. 

DISCOUNTS: ] 6 months, or 250 lines ... 10 per cent. 

(12 months, or 500 lines ... 20 per cent. 

Reading notices not desired; but if insisted upon will be accepted at $1.50 per agate line 
for entire space occupied, subject to above time and space discounts. 

N. B. — Special or preferred positions are invariably 25 per cent, in advance of above prices. 



Bills payable monthly. 



Cash with order from advertisers unknown to us. 



HOUSEWIFE PUBLISHING CO., 

81 Warren Street, New York City. 



New York, September, 1892. 



143 



THE 

HOV^E 
A\AKER. 



36 Union 5quare, 
New YorH. 



144 




has a larger paid circulation than any 
other periodical in the world. The char- 
acter of its circulation is apparent from 
the high grade of its literature and the 
eminence of its writers, including 
well-known names as : 



William Dean Howells 
The Countess of Aberdeen 
Chauncey M. Depew 
Rev. Morgan Dix, D. D. 
Max O'Rell 
Thomas Hardy 
Cardinal Gibbons 
T. De Witt Talmage, D. D. 
Charles Gounod 
Christine Nilsson 
Margaret Deland 
Mrs. Lyman Abbott 



Mrs. Burton Harrison 
John R. Paxton, D. D. 
Edna Lyall 

Mrs. Van Rensselaer Cruger 
Mrs. Henry Ward Beecher 
Mrs. Admiral Dahlgren 
Sir Edwin Arnold 
George W. Childs 
Sir Arthur Sullivan 
Mamie Dickens 
James Anthony Froude 
Frances Hodgson Burnett 



THE CURTIS PUBLISHING COMPANY 
Philadelphia, Pa. 



145 



Over 

1,500,000 

Buying People 
Appreciate It 

The Mayflower is a monthly magazine published 
at Floral Park, N. Y. — It tells folks about flori- 
culture, home brightening, amateur gardening — 
Never less than 300,000, and frequently more 
than half a million, copies are sent out each 
month — It is read by those who buy it, and is 
loaned to those who don't buy it — 1,500,000 
interested regular readers go through the May- 
flower once a month — The Mayflower is apprecia- 
ted because it preaches the womanly doctrine of 
indoor and outdoor beautifying — It is an un- 
matched publication, because there is none other 
like it — It is a publication of value, because it 
contains only things which every woman is inter- 
ested in — The Mayflower is a natural advertising 
medium for everything which woman wears and 
uses, and for manly goods too, for it reaches the 
family of everywhere — The Mayflower proves its 
claims. 



Joseph J. DeLong, 

Manager Advertising Department, 

89 Tribune Building, New York. 



Aal f^'lrrt tor <i ^ l*Jk*& y^Jk^LJ^JL^t «^^-** «*- ik .^lt tea II lift fffim 



It has become one of the most helpful, bright, 
stimulating magazines of the day." — Boston Daily 
Traveler. 



\ The Wives and Mothers 

OF AflERICA. 



; The Chautauqua Home Reading rtovement 

Was organized fourteen years ago. Its aim was to encourage good 
literature in the HOME, and promote systematic and daily habits of 
HOME reading. It was a unique movement. It met with popular 
favor, and at once received enthusiastic support from wives and 
mothers in all parts of the country, for it was a movement in sympa- 
thy with their highest aspirations — culture, beauty, and refinement 
at home. 

A Quarter of a flillion flembers 

Have been enrolled in this Chautauqua Home Reading Move- 
ment since its organization in 1878. It has been under the direc- 
tion of some of the brightest and most cultured minds in this country, 
who have carefully outlined, each year, an excellent course of HOME 
READINGS, comprising certain selected and recommended books 
by best authors, and the Chautauquan Magazine containing ad- 
ditional readings on a great variety of interesting subjects, accom- 
panied with notes, suggestions, and advice. 

The Chautauquan flagazine 

Is the official organ of this Chautauqua Home Reading Movement, 
and contains half of the required Home Readings. It is to-day one 
of the most popular magazines published in America, and the only 
magazine of its kind in the world. A unique magazine representing a 
unique movement : A HOME magazine in the very best sense, reach- 
ing a special class for a special purpose, — refined and intelligent 
people who love it, and read it from cover to cover. Hence it can be 
said, without seeming to be boastful, that it offers to advertisers one 
of the most desirable constituencies of any magazine in America. 



Western Office, 

1415 Ashland Block, 

Chicago. 



Published at 

fleadville, Pa. 



Eastern Office, 
Bible House, 
New York. 



" A remarkably good magazine. The only mag- 
azine of its kind in the world, and has a circulation 
which all but two of our popular magazines covet." 
— N. Y. Herald, July, 1890. 



<ff n * V* It UJI * » * !■ * nMrfrwv* 1 ' J " M *W HV I ^ ' ^M y , ^1 ^ ^ I^ , 



147 



IN THE 
FIELD OF 

BUYERS. 














m | : 



















The folks who cycle, sail boats, 
ride horseback, love tennis, row, 
play ball, fish, shoot, believe in 
outdoor life, have money and spend 
it — They read Outing, the maga- 
zine of healthful activity. 

The Outing Co., 239 Fifth Ave., New York. 



148 











STUTE 
DVEKTISERS 
PPRECIATE 
DVANTAGES 
CCRUING FROM 
DVERTISING IN 




ATRONIZE THE 
ERIODICAL, 
RE-EMINENTLY THE 

eople's, TO SECURE 

OPULARITY, 
UBLICITY, 
ATRONAGE AND 
ROFIT. 



The Delineator, 

Published by the 
Butterick Publishing Co., 

ii West 13th Street, New York. 

Largest Paid Circulation of any Fash- 
ion Magazine in the World. 

500,000 and upwards paid in advance subscription 
circulation guaranteed. 



Almost half million heads of households, who do all the family buying, 
pay cash by the year to secure The Delineator in their homes ! How- 
many actual readers does this mean? Our old advertisers say: "Money 
spent in Delineator pays better than same amount expended in any other 
medium." Rate less than % cent a line, per 1,000. No subscriptions re- 
ceived for less than one year. A test order will result in handsome profit 
and make of you a permanent patron. 



" Matchless Money-Making Medium" (Copyright. 



gkted.) 



V. 



P. M. RICHARDS, 

Advertising, 

21 Park Row, 



New York. 



149 



THE 
NEW 
ENGLAND 
MAGAZINE 



Is popular arrjorjg New Erjgl&rjclers 
ar><! tbey are everywhere. 

The last census shows there are more New Englanders in 
Iowa than in Massachusetts. The Great West is full of New 
Englanders. You will find them everywhere, and with them you 
will find 

The New England Magazine. 

It is local only in name. Its field is unbounded. It is read 
every month by more than 200,000 discriminating people. Its 
circulation has more than doubled within the last year and is 
now gaining faster than at any previous time. Edward Everett 
Hale, in 1889, when he became its editor, made it one of the 
best literary, illustrated magazines. Under its present editor, 
Edwin D. Mead, it has attained to even a finer degree of ex- 
cellence. 

Any advertising agent will tell you that for general advertis- 
ing it is one of the very best publications in the country. 
Give it a trial. Send for rates and sample copy. 

NEW ENGLAND MAGAZINE, 

86 Federal Street, Boston, Mass. 



150 



I 1 



Tl 



t 1 




fitment! 




has a wide circulation in every State in the Union among those whom it is 
most desirable for advertisers to reach. It goes every month to the homes 
of the best reading people in the country, those who wish to know what 
the most eminent writers and thinkers of the age have to say upon the great 
topics and practical interests of the day. It is not intended for any special 
class, but, as its pages are open to the advocates of all sides of impor- 
tant public questions, it is read by men of all shades of opinion — 
in politics, religion, etc. — numbering its readers by thousands, among 
statesmen, lawyers, the clergy, medical men, bankers, merchants, and the 
financial class generally ; in short, among all who have money to spend and 
are ready to spend it in the purchase of whatever ministers to the comfort 
and convenience of life. 

The Review is also a favorite periodical among the most intelligent 
women in the country, every number containing articles especially appro- 
priate for that class of subscribers. 

No American periodical offers a better opportunity for effective and 
profitable advertising. Address, 

MOITH imE!IC/ffl REVIEW, 
J E«T H4TIHI JT1EET, MO 



IT] 



that owing to the success of the Review in dealing promptly and authoritatively 
every month with the subjects of greatest public interest, the demand for its 
monthly issues is frequently so great that numerous editions have to be printed 
after the original edition has been exhausted. Of several numbers published 
within the last eighteen months, more than ten extra editions have been called 
for ; and the sale of one number was so great that thirty- eight extra editions 
were sold within four weeks. 






Th 



§ Hn e § 



CB *^tfi2k_ S> 



Ca ^^ 1i« >^v 35 



e e 



Is a Home Journal of High grade and authority read 
by women; nearly all of family. 



v^ 



CB -**- ^ * W l g> 

CB 2> 

CB T „ , ,83 






Its columns are used, year after year, with satisfactory *# 
results, by the best classes of advertisers. 



t 



c? £ 

Cg Objectional medical advertisements and all those of a g> 

~§ " guessing " nature, are not accepted. gj 

V) ex 

<§ ♦♦♦♦♦♦ §> 

<§ £ 

£> The Housekeeper is the only Family Periodical of & 

V) ... cv 

£3 over 100,000 circulation published in the West, c^ 

c? ♦ £ 

c§ Minneapolis, Minn. £ 



jtfVVVVVVVVTj-xXXXrtiWV'iS'sSWW'VW 



S/xfi 



152 





though the contract covers many 
This is our method of doing business, and by iutro 
ducing honest advertisers to good buyers, The La 
dies' World has built up a reputation for being 
one of the best mediums through which to reach 
American households. 

If placing your business through any advertising agency, 
ask your agent for estimate, or write direct to the publishers, 

S. H. MOORE & CO., 

27 Park Place, New York. 

153 



T is strictly a Household Me- 
dium devoted to the inter- 
ests of Home, from parlor 
to kitchen, is read with interest 
and consulted for information mam- 
times each month by over 300,000 
Prosperous Families. An impera- 
tive rule of the publishers to admit 
deceptive or unclean advertising to 
s columns of The Ladies' World 
causes it to be pointed to as a pub- 
v lication whose advertisers may 
be relied upon. 

Do you desire 
the Patronage 
of Ladies? 

The Ladies' World stands fourth in 
America in point of paid-in-advance cir- 
culation, and can introduce you to at 
least a million of well-to-do ladies who 
will have confidence in j 7 our announce- 
ment from seeing it in this publication. 
But to secure the e?itree into the 300,000 
homes of our subscrib- 
ers, your advertise- 
ment must be un- 
"■'Ijj, objectionable in 
W- every respect, 
erwise it wi 
rejected ever 
hundred dollars. 





Why Business Men Buy such an Expen- 
sive Book as The Century Dictionary. 

They buy it because they have found out 
that it is really, as one of them called it, "the 
greatest question-answerer of the age." 

It goes into particulars about things in a 
way that never was done before in a diction- 
ary, — in fact it is a great deal more than a 
dictionary; it is an encyclopedia, with the 
information so given that you can lay your 
hand on it in a moment. 
You get the legal meaning of business phrases. A man agrees 
to do a certain thing in "about" ten days. Is it legally done if 
he takes fifteen ? See the word " about," 

Here are explained such matters as "crossed-checks" (much 
used in England), "good delivery," "broker's note," a "carload" 
(how much if salt, how much if flour, etc.), a "barrel" (different 
in different States), and money and coins of all countries. There 
is an immense amount of information under such words as " bank- 
ruptcy," "case," "corporation," "possession," etc. 

The man whose time is money, and the success or failure of 
whose ventures often depends on the proper interpretation of a 
single word or phrase of a letter or contract, finds himself paid 
back a hundredfold with The Century in his office. And the 
writer of advertisements will get more suggestions from 
its use than from any other book in the world. 

It is the highest authority in spelling, defining and the use of 
hyphens. Did you ever stop to think about the use of hyphens? 
Do you write foretopmast, or fore-topmast, or foretop-mast, or fore- 
top-mast f A dictionary that can be depended on for accuracy in 
the matter of hyphens is a novelty. 

Let us send you the beautiful pamphlet we have made up about this Dictionary, — ninety 
illustrations, and an extremely interesting book in itself. We usually ask people to send us 
five two-cent stamps for it, but it is free to you who mention this book. A postal card will 
bring it. Address The Century Co. , 33 East Ylth Street, New York, N. Y. 



154 



Great National Weeklies 



" The world is theirs ' 1 

IRE AT National Weeklies comprise those publications of 
enormous circulation, and of positive national character, 
having no particular field, and circulating in no one district, 
to the exclusion of otheis. 

The majority of great weekly papers are published in 
New York, Boston, Philadelphia, and Chicago, New York publishing 
more of these papers than all of the other cities, and the entire country 
combined, yet none of these publications can claim local circulation, for 
the great national weekly ignores any field smaller than the whole 
country. 

Events occurring in California have nearly as much interest to the 
readers of the great national weekly as those which happen within a 
stone's throw of its office of publication. 

Religious and agricultural papers might be considered under this 
general classification, if they were not of sufficient importance to be dis- 
cussed in chapters by themselves. 

The majority of children's publications outside of purely children's 
magazines, and illustrated papers of nearly every class, and the great story 
papers of every grade, comprise the composition of great national weeklies. 

With perhaps not more than one exception, the publication having the 
largest and most extended circulation of any printed in America, is, in 
every sense, a great national weekly, although bearing a youthful title. 

There are, today, few publications devoted exclusively to children, and 
there are certainly no publications of extended circulation which limit 
their organship entirely to children of the younger class. 

The children's publication is a family publication, although perhaps 
more than one half of it is devoted to the younger members of the family. 



156 GREAT NATIONAL WEEKLIES. 

The mother is as much interested in that which pleases the child as is 
the child itself, and it is surprising how many older people really enjo}^ 
reading the stories for boys and girls. 

The illustrated papers, although there are but few of them, occupy a 
field by themselves, yet they must be considered under this classification, 
for they are thoroughly national newspapers in one sense, yet literary 
papers in another, covering the entire field of business and literature, 
naturally catering to the upper set of the middle class, for their appear- 
ance and the quality of their work would not appeal to the tastes of the 
lower orders of humanity. 

There are in the country probably not exceeding one dozen great 
national weeklies. It would be unjust, in a book like this, to mention the 
names of these publications, for individual judgment bears heavily here, 
and the selections made by the writer might not, in their entirety, be 
consistent with the opinions of others, who have, perhaps, the better right 
to judge ; but it is probable, that if a dozen of great advertisers of the 
country were requested to select twelve great national weeklies that the 
selections would not number, in the aggregate, more than fifteen or sixteen, 
that is, there would be three or four slight variations, wholly due to 
individual opinion and judgment. 

There are, scattered throughout the country, an overwhelming number 
of little weekly papers, which certainly are not local, because they con- 
tain no local news, which are filled with clippings and alleged literature, 
and which attempt to claim national circulation. These little publica- 
tions undoubtedly have national circulation, if they have an}', but it is 
certainly doubtful if they have much other than free circulation. 

Although many of these publications are issued monthly, they can 
not be considered magazines, for they resemble the magazine in no way 
whatever. Many of them are made up of plate matter, edited with a saw 
and chisel, not with a pen, sold at the nominal price of twenty-five or fifty 
cents a year, and having a circulation largely forced in a way which no 
respectable publication would advocate. These publications are seldom 
used by respectable advertisers. Their advertising columns are filled al- 
most entirely with advertisements of patent nostrums of the lowest order, 
and advertisements of prize and gift enterprises, and of plated finger rings 
and other cheap jewelry. They furnish good advertising mediums for 



GREAT NATIONAL WEEKLIES. 157 

illegitimate goods, for the simple reason that they are read by people 
patronizing these articles, and then the advertisers of these articles can 
not force their advertisements into any respectable journal, and must take 
these questionable publications, or nothing. 

The great national weekly, whether it be an illustrated paper, or a 
journal devoted largely to the children, or one of popular literature cater- 
ing wholly to the family, presents to the national advertiser a field of 
advertising which must be reckoned upon the same basis as magazine adver- 
tising, for the great national weekly is, so far as circulation and character 
are concerned, a magazine for general reading. 

Since national advertising began, a vexed question has presented itself 
to the American advertiser, that is, whether, line for line, advertising space 
in a weekly of national character is worth as much as the same space in a 
monthly of the same character. 

Many have argued that a monthly magazine is read during a period of 
not less than thirty days, and that a weekly publication, even of the same 
character, loses its interest with the reader in one fourth of the alleged 
readable period of a magazine. 

On the other hand, the enthusiast on weekly paper advertising claims 
that space in a weekly paper is worth as much, or more, than magazine space, 
for the reason that the weekly paper is fresh, and that the advertiser is 
enabled to make sharper and fresher announcements than he can in a pub- 
lication issued monthly, and it is further claimed, from this side, that the 
reading time of a magazine is not much in excess of that of the first class 
weekly paper, based upon the hypothesis that the magazine is read imme- 
diately upon its receipt, and that it is laid aside almost as quickly as the 
weekly paper. 

The argument on both sides is good, and the question will probably 
never be definitely settled, nor is there any reason why it should be, for 
magazine advertising has proven its value, and advertising space in the 
great weekly papers of the country, has, by as many good advertisers, 
been proven to be sufficiently valuable to be used continuously, and to 
the full extent of business possibility. 

Whether weekly paper advertising may or may not be superior to 
magazine advertising, matters not, so long as both classes of advertising- 
are indispensable for the spreading of national business. 



158 GREAT NATIONAL WEEKLIES. 

The majority of weekly papers are taken by subscription, that is, they 
are not sold at the news-stands to the extent magazines are sold. One 
reason for this is that the regular reader of a magazine can receive the 
magazine earlier from the news-stand than he can by mail, and that the 
mail is liable to more or less injure a magazine, consequently many regular 
magazine readers buy their magazine each month, instead of subscribing 
for it, while their weekly paper they pay for in advance, and take it out 
of the mail each week. 

So far as advertising quality is concerned, it makes no difference 
whether a publication be bought at the news-stand or by mail, provided it 
is purchased regularly. 

The majority of great weekly papers have as solid circulation as it is 
possible for any publication to have. Their readers have taken the papers 
for years, and there are many papers in the country, today, which have 
been in many families through two and three generations. 

The humorous weekly papers can be classed with illustrated weeklies. 

While illustrated and humorous weeklies are read in clubs and reading- 
rooms, and are sold on the trains, a good proportion of their readers being 
men, they are, in every sense, family publications, not so much so as the 
household journal, but sufficiently so to give them the right to claim that 
they are read in the family. 

Humor being art, and high grade illustrations demanding appreciative 
minds, these publications lift themselves into the higher stratum of the 
middle class, and are therefore read by well-to-do buyers. 

They are particularly adapted to the advertising of luxuries of every 
grade, and they are also good advertising mediums for necessities, for the 
woman or man of luxury must be the woman or man of necessity — 
everybody buying necessities. 

These high grade illustrated papers, therefore, reach buyers of every 
class, except the lowest, occupying a position which no other class of pub- 
lication can occupy, for other publications are either a little above reach- 
ing down to them, or a little below reaching up to them. 

Literary papers, or so called story papers, whether devoted to children, 
or to the family, are liable to have enormous circulations. There are 
several cases on record of these circulations doubling in the last six or 
seven vears. 



GREAT NATIONAL WEEKLIES. 159 

The circulation of any prominent national weekly is always solid, for 
illegitimate methods of forcing are never used. 

Beware of that publication which offers, apparently, something for 
nothing, which presents an inducement for subscribing greater than the 
quality of the paper itself. While premiums have, and always will, build 
solid circulation, there is such a thing as forcing an unnatural circulation 
of simply transient character, to drop off as quickly as it came into life. 

Nothing in this chapter, however, must be taken as opposed to the 
legitimate premium idea, which, when used as it is used by the great 
publications, builds circulation, without depreciating the value of the 
publication itself. 

There is nothing, from horse-shoe nails to baby carriages, which cannot 
be advertised to advantage in the great national weekly. These publica- 
tions are unhandicapped by theology, creed, sex, or color. They stand in 
the bold relief of their independence. They therefore offer advertising 
space for everything, because they are read by everybody. 

An advertisement in a great national weekly should, if possible, be 
changed each issue. Advertising space in these publications is seldom 
overcrowded, and the typographical display is at the height of the 
business art. The attention given to the typographical appearance of 
advertisements, the fine paper, and good press-work, enable the advertiser 
to present a continued story of his advertising, each chapter fresh and 
independent in itself, with only a seven days recess between each chapter. 

The great national weekly is, with the great magazine, the original 
starting link of the chain of advertising, followed closely by the religious 
paper, the agricultural paper, and the great national daily — the five 
great links in the chain of advertising, one, perhaps, a little more im- 
portant than others, but all vital, because all must be used to produce the 
harmony of advertising, and the steady building of more business. 




THE 



The Leading Western Newspaper." 



WHEREFORE 
of a GREAT SUCCESS 

THE "PHENOMENAL SUCCESS" with which THE GRAPHIC is credited and 
which it has so signally achieved, is not the result of accident, but of logical causes, 
chief among which are : 

i. Its location in Chicago, the mercantile and literary centre of thirty millions of 
population. 

2. Its distinction as the only illustrated weekly in the West, and the only western news- 
paper of national circulation. 

3. The energy and liberality which has characterized its management. 

4. Its avoidance of premium and other " give-away " methods of ephemeral sales, and the 
ceaseless energy with which it has pushed into State after State with an original system produc- 
tive of unprecedented results in subscription circulation. 

5. The attractiveness and purity of its reading pages rendering it, in conjunction with its 
pictorial features, pre-eminently a journal for the home — for men and women, for old and 
young. 

6. Its telling advocacy of Chicago as the proper site of the World's Columbian Exposi- 
tion, and its elaborate illustration of the progress of the great event, which has extended its 
circulation to all quarters of the globe. 

As the only illustrated weekly in the World's Fair city, it is destined, judging the future by 
the past, to have, without exception, 

The LARGEST CIRCULATION during the Eventful Year of 1893 
of ANY WEEKLY NEWSPAPER IN AHERICA. 
Its MONTHLY WORLD'S FAIR SERIES, forming part of the regular series, is in univer- 
sal demand in America, and largely also in foreign countries. 

The quality of circulation is as important as extent, and in both THE GRAPHIC is pre- 
eminent in the West 

Orders may be sent direct, or through any reliable advertising agency. 



THE GRAPHIC COMPANY. 



160 



FOR ALMOST HALF A CENTURY 

The Leading Family Weekly 




Subscription Price, $2.00 a Year. 
♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦ 

FEATURES OF THE "LEDGER": 

1. Carefully chosen serial stories, beautifully illustrated, with synopses of all 
preceding installments, new readers being thus enabled to begin at any issue. 

2. Short stories based on the most interesting current topics. 

3. Valuable historical articles. 

4. A delightful "Woman's Page," giving useful information regarding 
household questions. 

5. Short and crisp editorials on matters of the moment. 

6. Interesting popular descriptions of the latest wonders of science. 

7. A profusion of beautiful illustrations. 

A Four-Dollar Paper for Only TWO Dollars. 

FREE TO ALL SUBSCRIBERS: 

Our Thanksgiving, Christmas, Easter and Fourth-of-July Numbers, with 
beautifully illuminated covers, will be sent without extra charge to all our 
subscribers. 

♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦ 

ADVERTISING RATES: 

For Outside Page, - - - - $1.75 Per Agate Line. 

" Inside " - 1.50 " " " 

Reading Notices (Adv.) - 3.00 " Counted " 

Discounts from 5 per cent, to 33 ]A, per cent, upon number of lines to be used 
within one year, or upon repeated insertions. Specimen copies, estimates, etc., 
on application. 

ADVERTISING RATES STRICTLY UNIFORM. 

♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦ 

ROBERT BONNER'S SONS, Publishers, 

Cor. William and Spruce Streets, New York. 
Advertising- Department, EDWAED P. CONE, Manager. 



161 



SOLID FACTS 





Harper's Weekly, 





L 


Harper's Bazar, 


L 


I 


Harper's Young People. 


I 


D 


The best American 


D 


F 


Weeklies by which to 
reach 


F 


A 


Men, 


A 


C 


Women, 


C 


T 


Children. 


T 


S 


OLID FACT 


S 



1C2 



When Life was started there were very few people — if any besides 
the projectors — who thought that it was possible to establish a successful 
humorous weekly in America. The experiment had been tried repeatedly 
but always with pecuniary loss to the publisher or printer, sometimes both. 
The wayside was strewn with the glistening bones of such ventures, when 
Mr. J. A. Mitchell started on the journey which brought Life to its 
present enviable position in the literary, artistic, and business worlds. 

The aim of the publication was first of all to please, and to please with- 
out offence to morals or good taste. It was to be humorous and artistic, 
honest and fearless, satirical where it seemed that satire would do good, 
but above everything else it was to be so clean and wholesome that no 
parents need hesitate to lay it before their children. Most of the previous 
publications had been issued at five cents a copy. The publishers of Life 
believed that the better class of Americans preferred a good thing to a 
cheap one and placed the price at ten cents with the idea that they would 
give their patrons the best of their respective kinds in the way of artistic, 
literary, and mechanical work. This policy has, perhaps, kept Life from 
circulating so largely among the masses as it might, but it certainly con- 
firmed its position as the favorite publication of the best American families 
who know a good thing when they see it and are willing to give fair value 
for it. And the experience of the publishers has been that in America 
this class is increasing with tremendous rapidity. The constantly grow- 
ing circulation of Life goes to show that notwithstanding the marvel- 
ous increase in our population and in national wealth, the growth in taste 
and culture is far beyond proportion greater. Ten years ago Life was 
considered an impossibility, to-day it is almost a necessity. It goes to the 
best people in the United States and it goes to their homes. Every line 
of it is read and its influence is felt by every reader whether in its edi- 
torial columns or in its advertising pages. 




While there s Life 
there 's Hope." 1 " 1 

28 West 2 3d St., New York: City. 

163 




UNIQUE 

Only paper of its class in America. 

ATTRACTIVE 

Its typographical appearance famous. 

PRODUCTIVE 

Brings its advertisers excellent results. 

REASONABLE . , . 

In its advertising charges, considering 
its 23,000 sworn circulation 
among the best people in our 6,000 
post-offices 



Any responsible agent will tell you all about 
it, or we will send you some copies and litera- 
ture for the asking. 

THE PUBLIC OPINION CO., 




WASHINGTON, D. C. : 

Loan and Trust Building. 



NEW YORK : 

Potter Building. 



BOSTON, MASS. I 

No. 27 School Street. 



164 





The 

Brightest 

Workers 



In the advertising field to=day are contributors to PRINTERS* 
INK. Its staff of writers during the past year includes many 
names which have become familiar in connection with some 
advertised specialty or leading newspaper. The following are a 
few of the contributors to PRINTERS' INK. 



Julian Ralph. 


Theo. L. De Vinne. 


Julian Hawthorne. 


W. O. Stoddard. 


Lewis A. Leonard. 


Milton J. Platt. 


Joel Benton. 


R. W. Jennings. 


Allston C. Ladd. 


WOLSTAN DlXEY. 


Geo. H. Powell. 


W. J. Lampton. 


Edward A. Oldham. 


Henry H. Cole. 


Benj. H. Jefferson. 


Junius Henri Browne. 


T. B. Russell. 


H. C. Brown. 


M. M. GlLLAM. 


W. D. Showalter. 


Nath'l C Fowler, Jr. 


J. E. Powers. 


Geo. E. B. Putnam. 


John S. Grey. 


Artemas Ward. 


Benj. C. Nevius. 


E. A. Baker. 


Charles N. Kent. 


Leon Mead. 


Chas. F. Wingate. 


John Morgan Richards. 


Harry J. Shellman. 


George R. Kennedy. 


Cyrus H. K. Curtis. 


F. H. Dobbin. 


W. W. Hallock. 


Geo. P. Rowell. 


A. L. KlNKEAD. 


A. H. Siegfried. 


Daniel M. Lord. 


L. J. Vance. 


J. C. Blair. 


C. W. Preston. 


Wm. Hosea Ballou. 


W. Atlee Burpee. 


J. F. Place. 


W. W. Pasko. 


Wm. H. Maher. 


George Kissam. 


Edward W. Bok. 


Willet F. Cook. 


John Brisben Walker. 


Allan Forman. 


Leon Barritt. 


Joseph Howard, Jr. 


Horace Dumars. 


Stanley Day 


Lieut. Gov. Jones. 


£. D. Gibbs. 


John J. Dillon. 


J. Amoy Knox. 


Nym Crinkle. 


C. H. Augur. 


Chas. L. Benjamin. 


John Z. Rogers. 


- 



The " Little Schoolmaster in the Art of Advertising" will be sent to any address, one ycar r 
for $i. Advertising rates, 75 cents a line pearl type. More than fifty thousand copies o£ 
Printers' Ink are issued weekly. 

GEO. P. ROWELL & CO., 10 Spruce St., New York. 



American Newspaper Directory. The 

standard catalogue of newspapers in the 
United States and Canadas. The price 
is #5, which includes a paid subscription 
to Printers' Ink. 






Rowell's Advertisers' Manuals Nos. 1 
and 2 now ready. Price, 50 cents each. 
Just the thing to put in the hands of the 
man who doesn't know what to say in 
his advertisement. 



165 



Great Daily Papers 



" They tell the story of the world 




HE magazine is pre-eminently the publication of universal 
circulation.' 

The local daily, of smaller places, is assuredly the paper 
of local character, ninety per cent, of its readers being 
regular inhabitants of a district, not exceeding a diameter 
of ten miles, and fully sixty per cent, of its readers reside within a walk- 
ing distance of the city, or town centre. 

The term, " Great Daily Paper," must include those publications which 
are issued from leading commercial centres, and are recognized and known 
throughout the country, by name and reputation, publications which are 
quoted, and are standard authorities upon politics, and other specific 
matters. 

The great daily paper finds its circulation divided about as follows: 
From one-half to two-thirds of its readers live within the city limits ; 
about one-half of the balance reside in the suburbs, within a radius of 
not exceeding twenty-five or thirty miles ; about three-fourths of the 
remaining balance of circulation reaches the entire state, and other states, 
if their boundary lines are near the city of publication. The balance of 
circulation is distributed generally, reaching all important commercial 
centres, and going, to a limited extent, into distant rural districts. 

The readers of the great daily papers are naturally city people, or 
residents of the suburbs, but a very large number (proportionately small, 
yet large in the aggregate, for the circulation of such papers is very 
voluminous) are country gentlemen, and average country folks of the 
better class, who can afford a daily, that they may keep up to the times, 
and who naturally take the nearest great daily. 



GREAT DAILY PAPERS. 167 

The great daily paper has a regular bona fide resident circulation, and 
transient circulation, within its city and surrounding territory, and a solid 
mail circulation extending throughout its state, and to a less extent, 
throughout the entire country. 

The leading hotels, and reading rooms, of the United States, carry upon 
file the majority of the great daily papers of the country. They have 
nearly all of the great daily papers, in their particular state, and they 
carry the daily papers of the largest commercial centres, no matter how far 
removed these dailies may be from their city. 

The great daily paper has, in addition to its regular paid-for circulation, 
a reading-room circulation, which, although not as valuable as the paid 
circulation, is not insignificant in its quality. 

The great daily paper depends for its advertising support very largely 
upon local advertising, for the bulk of its circulation is within these ad- 
vertisers' territory. 

Large city advertisers can afford almost any extent of advertising, if their 
business be sufficiently large, or if they have the capital to make it larger. 

In great commercial centres, the city advertiser is liable to be more 
than a local advertiser, for his business extends into the suburbs, and fre- 
quently covers a half, or the whole, of a state, and portions of adjoining 
states. He then becomes a semi-national advertiser, or more properly 
speaking, a district advertiser. He is obliged, in order to reach such dis- 
tricts, to use the great daily papers of his district, and of other districts, 
if he be able to extend his business that distance. 

The political flavor of a paper has nothing whatever to do with its value 
as an advertising medium. 

It is, at this day, a waste of time and space to discuss the necessity of 
local advertising in the great daily papers. 

Every business man of every city, located at a convenient centre in that 
city, and selling goods of necessity or luxury, advertises in the great daily 
papers, and will always continue to advertise. 

He knows the quality of such advertising, and considers it a trade 
commodity of necessity. 

Perhaps the majority of city merchants are not doing enough advertis- 
ing. The majority of even great concerns do too little, instead of too 
much. Many a great man wastes business in saving advertising money. 



168 GREAT DAILY PAPERS. 

In great commercial centres there is almost unlimited trade, and the 
progressive advertiser gets the bulk of it. 

This district advertiser must follow the same general lines of the local 
advertiser. 

The same advertisement should seldom appear twice ; if the same thing 
appear in substance, let it be rewritten, reset anyway. 

The doctrine of continuous advertising can be more advantageously 
practiced in commercial centres than in small local districts. 

There cannot be, and never has been, universal dull times in any line 
of business, except of seasonable specialties, within the limits of a large 
commercial centre. Crowded within its city, and surrounding territory, 
are almost unlimited numbers of every class of buyers, the rich, the poor, 
and the great middle class, altogether buying everything, at all times. The 
progressive advertiser in such a centre, if he invariably advertises 
extensively during dull times, may take away the business of the mer- 
chant, who advertises only during those times when people will buy 
things, even if no one advertises. 

During the last few years the importance of the great daily paper, as a 
national advertising medium for national goods, has been seriously con- 
sidered, and generally accepted by national advertisers. 

The one great object of the national advertiser is to create trade 
everywhere, that his retailer may sell the product of his factory. To do 
this he must use the national magazines, and other national publications, 
but he cannot, with these publications, cover any local district as thor- 
oughly as he can with the leading publications of that district. 

The small country weekly is not particularly within the national 
province. 

It is necessary for national advertisers to combine great district adver- 
tising, with extensive national advertising. 

The great daily paper fills this gap. By taking the twenty-five, and 
possibly more, great daily papers of the country, and using liberal space in 
all of them, the universal advertiser reaches the great commercial 
centres, in a sort of social way, localizing his business to these centres, 
which he cannot do by national publications. 

The national advertiser depends upon the district retailer for support, 
and for business. The retailer will work harder to sell his goods if the 



GREAT DAILY PAPERS. 169 

advertiser becomes a liberal advertiser within the district of the retailer's 
business. 

It is often advisable, and sometimes necessary, for the advertiser to 
advertise the list of people who sell his goods within their districts, and 
the great daily paper is the only publication which will reach these great 
districts. The great daily paper goes farther ; it covers the district, and 
other districts at the same time, so that it affords the advertiser, while 
giving him the benefit of local distinction, the full advantage of sectional 
advertising of the broadest kind, verging close upon national advertising. 

The fact that the great majority of great advertisers of household 
necessities, as well as of business commodities, are using the great daily 
papers of the country, liberally and continuously, in connection with their 
regular national advertising, indicates that the great daily paper, so far as 
national advertising is concerned, must rank, to a very large extent, in the 
class of national publications. 

It has never been found particularly profitable to confine national adver- 
tising wholly to great daily papers, nor has it been found as profitable to 
confine it to magazines, or to religious papers, or to great family weeklies. 

If a man has a thing which will sell, and that thing be sold at retail, 
through the retail stores of the country, he must use, judiciously, every 
advertising method which will create business. 

The national magazine is a necessity, the leading religious paper of 
value, the great family magazine, and the national weekty, important 
advertising mediums. So is the great daily paper, and so are lithographs, 
outdoor sign-painting, and everything else of legitimate character, which 
will work by itself, and in conjunction with all others, producing that 
harmony of advertising indispensable to profitable business. 

The great daily paper is the enlightening essential of civilization. The 
world can not turn without it, simply because it will not. 

Modernized dark days of prehistoric ages could not cast a greater gloom 
over progressive times than the annihilation of the one positive necessity 
of enlightened intelligence, the great daily paper — the star, and mirror, 
and governor of civilization. 



W. R. HEARST, Proprietor 

C. M. PALMER, Business Manager 



THE : : : 

examiner 



SAN FRANCISCO 

. . Has a daily average circulation of over 
63,000; Sunday, 75,500; Weekly, 71,500. 
These figures are claimed to be the largest 
in the United States for the population of 
the State in which the paper is printed . . 

• 1.200, 000, There are 



Two Reasons 



The regardless-of-expense presentation of the news, and the 
wealth of the people of California, who are the best buyers of 
advertised goods in the world. . Thev can be reached through 
the Examiner 

at 



•One-Half the Price Per Line 



that Eastern papers of a similar circulation charge for reaching 
the same number of people of less buying ability and disposition. 
What general advertiser can afford to be out of the EXAMINER ? 



E> KATZ, Eastern Agent 

186 and 187 Pulitzer building 

NEW YORK 



170 



The Eagle has long been a power in Brooklyn. — New York Tribune. 

The Eagle is half a century old and one of Brooklyn's cherished institutions. 
Syracuse Journal. 



THE 

Brooklyn Daily Eagle 

HAS CELEBRATED ITS SEMI-CENTENNIAL 



BY OCCUPYING ITS NEW BUILDING, ONE OF THE FINEST NEWSPAPER 
OFFICES IN THE COUNTRY; BY IMPROVING THE FORM OF THE 
PAPER AND BEAUTIFYING ITS TYPOGRAPHICAL APPEAR- 
ANCE ; BY A NEW DRESS AND A NEW STYLE 
OF TYPE FOR DISPLAY ADVERTISING. 



Trie One Advertising Medinm of Substantial 
Circulation in a City of 1,000,000 People. 



THE KEPRESENTATIVE JOURNAL OF ALL LONG ISLAND. 



A Newspaper that pre-eminently reaches every day the purchasing 
public in the fourth city of the Union. 



The Eagle is unrivaled in the particular field it aims to cover. — Albany Argus. 

One of the ablest and most influential papers in the United States. — Rochester Demo- 
crat and Chronicle. 



171 



AAAaAAAAAAa1aAAAAAAAAAAAAAAa1±aIa±AA±1AaAAAA±J ▼ 



t^ 




Published by the Scimitar Pub. Co., A. B. Pickett, Editor & Manager. 




EMPtflS 



Unparalleled. i| 




FN I fSl li ^ ^ 5S ^^ ^ wo j^rs //;£ 

Memphis Evening Scimitar 

^fIMfT5\R ^ s footed its circula- 



In 1 8 go it had only 

3,000 Subscribers. 



In i8q2 it has increased its list to over 

10,000 Daily . 

The Memphis Daily Evening Scimitar is the only Memphis 
daily whose circulation is known. It is the only one which 
makes a sworn statement of circulation ; the only one whose 
hooks and press room are open to advertisers. 

THE SCIMITAR 

Guarantees that its circulation is greater in the city than 
all of its competitors, morning and evening, combined, and it 
is delivered in nearly ioo towns in the 
surrounding country by carrier daily. 
It is a high class journal, bright, pro- 
gressive, pure in tone. 

Eastern Office, 
41 Times Building, N. Y., New York. 

7^. A. Craig, Manager. 

SEAL. 







The 



SELLS ADVERTISERS A KNOWN 
QUANTITY OF ADVERTISING. 

THE LARGEST IN CHICAGO 
OR THE WEST. 



Chicago 



Daily 



AT A LOW AND 
INVARIABLE PRICE. 

PARTICULARS FOR 
THE ASKING. 



News 



173 



Winning on 
New Lines 



IT 
IT 
IT 



is the home paper 
of the Metropolis. 

is delivered at more residences than 
any other New York newspaper. 

is the only two=cent Republican 
newspaper in New York City. 




IT 



has jumped from tenth to third place both in 
circulation and amount of advertising in 18 months. 



" The Recorder " is pre-eminently a woman's 
paper. If we say it is read by one hundred thou- 
sand women, it is equivalent to saying that it will 
influence double that number of men." — New York 
Herald, Sunday, November 13, 1892. 



IT 
IT 
IT 



is made for 
the people. 

is the coming 
newspaper. 

is the New York 
Daily Recorder. 



44 The Daily of Philadelphia." 

Founded 
Upon 
Actual 
Circulation 



To Advertisers of everywhere : 

The Daily Record and the Sunday Record, 
of Philadelphia, are newspapers of strength — 
they are business-bringers— they are made to 
be read in the homes and at the business 
desk — Their circulation is guaranteed— you 
know what you are paying for— exact figures 
published and proven each month — daily 
average last summer over 150,000 for the 
Daily, over 100,000 for the Sunday— many 
more NOW, for this was written before the 
fall season opened — There is not an ad- 
vertiser who cannot use the Record to 
advantage. 



Geo. P. Rowell & Co., the best authority in the world on Newspaper Circulation, are willing 
to stake $100 that the Atlanta Journal has a circulation of 5,000 more than any- 
other Georgia daily ; in fact more than any other daily in twelve Southern States. 



T» ATLANTA JOURNAL 



(DAILY and WEEKLY) 



i s the only paper in the South requiring 
two perfecting presses and both in daily use. 



Marching 

Thro' 

Georgia 



▼ ME 

PLAIN 



TRUTH 



TELLS 



18,000 

Strong 



And Still Gathering Recruits. 

The Managing Editor of The Journal is one of the most 
eloquent speakers and forcible writers in the South. With 
such material how can The Journal fail to be the leading 
paper of Georgia ? In full accord with the overwhelmingly dom- 
inant party it finds a place on the counting-room file and fills 
a niche in the homes of the best people of Georgia. 

1888, - - - 7,600 

1889, - - IO,l28 

1890, - - 12,456 

1891, - - 15,679 

1892, - 18,288 

Weekly Journal, average issue one year, 19,398. 

And by placing an ad in The Journal your business will GROW 

and expand accordingly. Now is the time, Atlanta the place, The 

Journal the ~aper, and " Victory " will perch on your banner. 

The JOURNAL, Atlanta, Ga. H. H. CABANISS, Business Manager. 



See It Grow 



S. C. BECKWITH, 

48 Tribune Building, NEW YORK. | 509 "The Rookery, 

Sole Agent for Foreign Advertising. 

176 



CHICAGO. 



T^Burlington 

Hawk=Eye 

DAILY (except Honday) AND WEEKLY. 

Burlington, Iowa.__^-^r d ,839 

CIRCULATION -Daily average for 3 months ending Oct. 31, 1892, 5,212 
Weekly edition, average 3 months ending Oct. 31, 1892, 9,703 



The Hawk-Bye's reports of State and local events are con- 
ceded to be the best of any newspaper in Iowa (possibly one 
exception). Advertisers possessed of good judgment should 
collect sample copies of the dail}^ papers published in this 
State, and his own good sense will tell him the papers most 
likely to produce the best results as advertising mediums. In 
other words, it will be found that the papers which claim to 
have the largest circulation do not compare in appearance, 
style, or character of news printed to the papers whose mod- 
erate statements of circulation are given in detail and invite 
the closest inspection from advertisers. The Hawk-Eye press- 
room, subscription books, carrier and newsdealers' lists are 
open to advertisers always. 

Rates for advertising in the Hawk-Eye are reasonable, and 
will be sent on application. 

THE HAWK-EYE CO., 

Publishers. 



lt\im% Newspaper of tije Pacific Gofcjt. 

ESTABLISHED 1853. 
The Leading Newspaper of the Pacific Coast 

IN 

Circulation, Standing, Character, and Influence. 

ACTUAL CIRCULATION: 

daily, 58,487 

SUNDAY, 63,207 

WEEKLY, 23,800 





Francisco 



IS THE OLDEST 
AND BEST DAILY 
> NEWSPAPER IN 
CALIFORNIA. 



Morning 



Clean — reliable — independent — 
it has long stood pre- 
eminent as the 

freat Family Paper 

OF THE PACIFIC COAST. 



Call 



It goes into the homes of the people — and for 
38 YEARS has possessed their confidence. Ad- 
£ vertising in such a newspaper must pay — it does 
— try it. 




For rates — which are low — sample copies, and proofs that it pays — address — 

P. K. A\I5CH, Easterp A\ar>ager, 

90 Potter Building, l\. Y. 



^f^x^t^Q^e^ 





THE ST. PNlU DVSPKVCH. 



<% THE ONLY STALWART REPUBLICAN PAPER PUBLISHED AT THE STATE CAPITAL. % 

OWNS AND CONTROLS THE EXCLUSIVE RIGHTS OF THE ASSOCIATED AND UNITED 

PRESS ASSOCIATIONS. THE ONLY LIVE NEWSPAPER IN ST. PAUL. 



CIRCULATION: 

(SWORN) 

DISPATCH- .20.000 




fkCTS and FUTURES FOR^lWERT\SERS 

THE DISPATCH WILL GUARANTEE A BONA FIDE CIRCULATION NEARLY DOUBLE 
THAT OF ANY OTHER ST. PAUL NEWSPAPER. ITS DAILY CIRCULATION IN THE 
CITY OF ST. PAUL IS THIRTY (30) PER CENT LARGER THAN THE COMBINED CIRCU- 
LATION OF ALL OTHER ST. PAUL DAILY NEWSPAPERS. 

PROOF OF CIRCULATION AND ADVERTISING RATES FURNISHED ON APPLICATION. 

CORRESPONDENCE PROMPTLY ANSWERED. 



THE DISPATCH PRINTING CO. 



ST. PAUL, MlJfJV. 






179 



SEE ^ 
THIS 

■•-30,000 

IS THE EXTENT OF THE 

DAILY CIRCULATION OF 

THE LOUISVILLE 

TIM 





THE TIMES 

Guarantees to advertisers 
that its circulation exceeds 
that of any other afternoon 
paper in Louisville, Ken- 
tucky or the South by MORE 
THAN 



3 T0 1 



THE 



THE 



IT'S CIRCULATION THAT PAYS. 



No other afternoon paper 
in Louisville has a circula- 
tion of over 7,500. 



ONLY 

Afternoon paper in Kentucky 
having a " known circulation." 

ONLY 

Afternoon paper that invites an 
inspection of its press-rooms 
and circulation books to prove 
its assertion. 

or the seventh consecutive year 
The Times was, on July 25, 1892, 
awarded the official printing of 
Louisville and Jefferson county, 
Ky., on account of its sworn to and 
largest proven circulation. For the 
past four years it ha« been awarded 
the same without a contest. 



GEO. BATTEN, 

Eastern Representative 
38 Park Row N. Y. 



The Times Co., 

PUBLISHERS, LOUISVILLE, KENTUCKY. 



180 




A. S. 



DIETZMAN, 

BUSINESS MANAGER. 



m 

fiy/fi 

ma 

S6 

'0t 

JlVJ/i 

iW'J/s 

m 

m 



L 



The Daily and Sunday 



W. H. J. 





rolal 




HARGRAVE, 

ADVERTISING MANAGER. 






M 

TwJ/i 

0< 

m 

M 



Leads all Louisville Morning 
Dailies with the Largest Local 
Circulation, the Largest Sub- 
urban Circulation, the Largest 
County Circulation, the Largest 
State Circulation, and the 
Largest Total Circulation. 

The Sunday Edition is a 5 
cent morning paper, while the 
Daily is the only 2 cent morn- 
ing paper published in the State 
of Kentucky. 

ADVERTISING RATES : 

Daily Commercial. 

Display . . . per agate line, 12^c. 
Reading matter . minion, per line, 50c. 

Wants, For Sale, etc., nonpareil, per line, 10c. 

Sunday Commercial. 

20 per cent, additional to rates for the Daily. 



T|e Weekly 



&55 











Special Positions, 5 to 15 per cent, 
extra. Reasonable Discounts for Con- 
tracts. Estimates cheerfully furnished 
on application. Agate measure 7 words 
to the line, 14 lines to the inch. 



is an 

8=Page Paper and only 50 Cents 
a Year. 

It is the best and cheapest 
weekly in the country, and is 
largely circulated in Kentucky, 
Southern Illinois, Tennessee, 
Alabama, Louisiana, Arkansas, 
Kansas, Southern Indiana, 
West Virginia, Georgia, Missis- 
sippi, Texas, Missouri, etc. 

THE FAVORITE WEEKLY 

WITH DISCRIMINATING 

ADVERTISERS. 

ADVERTISING RATES : 

Weekly Commercial. 



Display 
Reading Notices 



per agate line, 25c. 
minion, per line, 60c. 



r/?Ai"i 



;>: 



'/fi\u 



*&XS 



m 






The Louisville Press Co., 

Louisville, Ky. 




181 



WANTED 

BY 60,000 GERMANS OF CLEVELAND 

YOUR 



PREPARED COFFEE, CHOCOLATE, CONDENSED 
HILK, BAKING POWDER, SOAP, PEARLINE, SAPO= 
LIO, TOBACCO, TEAS, SHOES, CLOTHING, PAINTS, 
COUGH CURE, LIVER REGULATOR, PILLS, SAR= 
SAPARILLA, BITTERS, MINERAL WATER, EMUL= 
SIONS, and a host of other things. 



HE Waechter am Erie 




(40 years old, has a larger circulation than all the 
other German papers of Cleveland combined), offers 
with 70,000 copies each week, to carry your mes= 
sages to them Daily, Sundays, and Weekly. 

Let us know if you want their trade. 

For sample copies and rates address the 

Waechter am Erie Pub. Co., 

or, W. E. Scott, Cleveland, Ohio. 

Eastern Representative, 114 Nassau St., N. Y. 



182 




Religious Paper Advertising 



" They reach the heart ; the pocket book is not so far away " 

HE birth of religious journalism is not removed many years 
from the inception of the first newspaper. 

The religious world, at the earliest period, appreciated 
the necessity of representative journals primarily devoted 
to Christian welfare. 

Religion, or rather denominational religion, being divided and sub- 
divided into theological sects, naturally suggested denominational 
journalism. 

Every Christian denomination, from the African Church to the High 
Episcopalian Church, has, in this country, from half a dozen to fifty or 
more denominational religious papers, each devoted, more or less exclu- 
sively, to the theology of its particular policy. 

Religious papers may be divided into three somewhat distinct classes : 
the small church paper, issued by some local church, and circulated almost 
entirely among its membership ; the denominational paper, representing* 
some great body of religionists ; the Christian paper, supposed to be as 
independent of theological affairs as the non-political newspaper is to 
political matters. 

The first class must be considered, so far as advertising is concerned, 
among local papers, its advertising being limited to local firms. These 
papers frequently furnish good advertising mediums, and if of sufficient 
circulation, merit local attention. 

The second class, that of denominational papers, includes fully ninety 
per cent, if not more, of all religious publications. 

For perhaps a century to come, denominational papers cannot avoid 
flourishing, for the world is not yet ready to accept, conclusively, the in- 

183 



184 RELIGIOUS PAPER ADVERTISING. 

dependent religious paper, consequently the great religious denominational 
papers of the country, with the exception of a few independent religious 
journals, are in a vast majority. 

The leading publication of any denomination, and the larger denomi- 
nations have many great publications of unquestionable circulation and 
character, is an advertising medium of the strongest influence. It is read 
in the families of its subscribers, intelligently and thoroughly. The 
readers take it because they want it ; they depend upon it as they do upon 
their local newspaper. 

The majority of readers of religious newspapers are intelligent people, 
of fairly well-to-do families. 

The religious element of this country is confined, largely, to the great 
middle class, not that the highest class are not religious, but there are so 
few of this class as to be beneath advertising consideration. 

The lower class are not generally religious, and consequently are not 
readers of religious journals. 

Nearly every reader of a religious paper is a buyer of general household 
necessities and luxuries. They are the people, in the true sense, of local 
habitation and local reputation. 

The denomination of the religious paper has little to do with its value 
as an advertising medium, for the simple reason that the rich and the poor 
are Methodists, Baptists, Congregationalists, Universalists, Lutheran, 
Presbyterian, Episcopalian, Romanists, and of any other religious denomi- 
nation. 

In almost any community, select anywhere, promiscuously, one hundred 
religious people, and it is fair to presume that the different religious 
denominations will be somewhat equally divided. The Methodists of an}' 
particular town represent the people of the town, as do the people of any 
other denomination in a place, therefore the religious paper is a paper 
of national character, for it has no local district, and it reaches no par- 
ticular class of people, so far as buyers are concerned, although its 
circulation may be confined to the people of its particular religious 
denomination. 

The religious paper is pre-eminently a family paper. The majority of 
religious people are men and women, and young folks, of families. 

There are few magazine readers who are not readers of religious 



RELIGIOUS PAPER ADVERTISING. 185 

papers, and there are few religious paper readers who are not regular 
subscribers to, or buyers of, magazines. 

The religious paper has, upon its reader, a hold, perhaps not equalled 
by any other publication. 

The woman or man who has taken some religious paper for a number of 
years, and whose mother or father took the paper before her, depends 
upon that religious paper and respects the advertisers in it. 

With all due respect for the religious paper, and to its high moral in- 
fluence, the statement cannot be gainsaid that many so called religious 
papers in this country, and some of them of large circulation, accept, in 
their advertising columns, advertisements of the most questionable char- 
acter, patent nostrums of the lowest order, and other humbugs too trans- 
parent to disguise their character from any intelligent reader. 

Many a religious paper, of the highest moral tone editorially, is of the 
lowest business tone in the advertising it accepts. 

The national advertiser, in selecting a religious paper, should scrutinize 
its advertising with the nicest care. 

The religious paper, more than any other publication, has no right to 
take questionable advertising. The purity of its advertising columns 
should be preserved, as well as the quality of its reading columns. 

The religious paper which attempts to elevate people into religious 
things, and to take care of them after it gets them there, is the paper 
which should not help to put into their stomachs articles which are 
positively injurious to their physical being. The true religious paper 
recognizes the physical as well as the moral. 

The excuse made by many publishers of religious papers, that they are 
not responsible for the quality of their advertising, because they do not 
guarantee their advertising, either shows that their editors and publishers 
are deliberately dishonest, or else sufficiently foolish as to be not allowed 
to edit any publication of character. 

The religious paper is a natural medium for the national advertiser. 
There are few things used in the house, or worn, which cannot be adver- 
tised to advantage in religious papers, and many manufacturers of expen- 
sive goods and luxuries find that the religious paper occupies a position 
close to the top in business-bringing. 

The third class of religious papers, that of the independent Christian 



186 RELIGIOUS PAPER ADVERTISING. 

journal, includes those publications which are the elected organs of some 
great religious movement. These publications have the strongest hold 
upon their readers, and occupy a high place as advertising mediums. 
They combine, to a certain extent, the advantage of denominational influence, 
because they are devoted to some particular organization ; and of general 
character, because they are thoroughly Christian in their policy. They 
can be ranked above the average religious paper, but they cannot be 
ranked above the great denominational paper, for the power and 
influence of a thoroughly denominational paper, if it be a leader in its 
sect, place it at the highest point, at which point is also located the great 
Christian paper of enormous circulation, whether or not it have attached 
to it the organship of some religious association. 

No national advertiser will use religious papers exclusively unless he 
be a manufacturer of some particular article for religious sale only, and 
even in that case, he will find the national mediums of general circulation 
worthy of his consideration. 

The national advertiser cannot well afford not to use the advertising 
space of the leading religious papers, nor can he afford not to use the 
advertising space of other publications of undoubted circulation, unques- 
tionable reputation, and general character. 

The same things which have been said about magazine advertising, or 
agricultural paper advertising, or great daily paper advertising, or great 
national weekly advertising, apply to religious paper advertising, religious 
papers simply being one of the indispensable links in the chain of profit- 
able advertising. 



^%^'%>'%^'%^'%^'%^'%^ 



Buying 
Readers $> 
Exclusively. 



The Christian En= 
deavor Convention 
recently held in the 
City of New York 
was the largest reli- 
gious gathering in 
the history of the 
Id — 



1 
t 

i 



--^-•'».-*.'*. 



I The Golden Rule \ 



With a paid circulation of 78,000 copies weekly, 
Is the National Representative of this great body of church workers. 




ROOM 811 SORT BUILDING. 17-19-21 QUINCY STREET. 

G+ilGflGO. Aug. 18th, 1893> 

Mr. P. T. Burnett, Adv. Mgr. 
Golden Rule Co., 

41 Franklin Street, Boston, Mass. 

Dear Sir: — 

I wish to express to you our high appreciation of the 

Golden Rule as an advertising medium. We consider it one of the 

best that we have used. As a means of bringing our business before 

wide awako, aggressive and energetic people, and securing for us 

their patronage we deem it unsurpassed. 

Very truly yours 



Secretary. 



Prominent advertisers say it does the work. 



The Golden Rule Company, 

47 Franklin St., Boston, Mass. 



4,'%*******^+'%***^%*%&*%^%*i%*^+*,'%<%,'%*,'+<4 



The Christian Advocate 



** 



Represents The Methodist Episcopal Church, the largest 
body of evangelical Christians on this Continent. Pub- 
lished at the nation's metropolis, its influence among the 
membership of the Church in every section of the country 
is very extensive. Its advertising columns are under 
most careful supervision, nothing being admissible that 
is in any way offensive to the most refined taste or of 
the character of which there is any reasonable doubt. 
Sample copy sent on request. 
Write for an estimate. 

HUNT & EATON, Publishers, 

50 Fifth Ave., New York. 



188 



Cuts It Off. 

■ « t m.' m < g w »p w w \ 

A large amount of the advertising offered for The 
Sunday School Times is not accepted. This 
guarantee is published regularly and is strictly 
adhered to : 



"The Sunday School Times intends to admit only 
advertisements that are trustworthy. Should, how- 
ever, an advertisement of a party not in good stand- 
ing be inadvertently inserted, the publisher will re- 
fund to subscribers any money that they lose thereby." 



In addition, though an advertisement be trustworthy 
and yet is in any way unsuited to The Sunday 
School Times it cannot get in. This gives The 
Sunday School Times the strongest possible 
hold upon the confidence of its readers. It is of 
greater advantage to its advertisers because of this 
limitation to their number. 



Cuts 



The truth is a general advertiser needs these 
papers to cover our field in the best way at 
the least outlay. 

There is much wealth in the different relig- 
ious denominations, and these are the only 
papers in their respective denominations here. 
With loving adherents, gained through many 
years of good work, and in existence from 
16 to 66 years, they have gained the confidence 
of their readers so implicitly that the appear- 
ance of an advertisement in their columns 
gains for it trusted consideration in over 
260,000 prosperous homes. 



Put 

Them 

On 

Your 

List 



Inquiry by mail 
will bring full in- 
formation. 



Sunday School Times. 

PHILADELPHIA. 

Presbyterian. 
Lutheran Observer. 
National Baptist. 
Christian Standard. 
Presbyterian Journal. 
Ref 'd Church ilessenger 
Episcopal Recorder. 
Christian Instructor. 
Christian Recorder. 
Lutheran. 
Presbyterian Observer. 



Over 260,000 Copies 

Religious Press 

Association, 

Phila. 



yy y www y yy y ^ y^ ^ ^ 



S^ ^v^ ^ *^^^ ^^^^^ ^^ 



The right thing advertised in right mediums 
never fails to bring profitable results. Had 
not you better think this over carefully? 

Our claim to your thought is the ability to 
place advertising in our papers with the en- 
dorsement that obtains cordial attention for 
the article advertised. There is no other way 
to reach these 260,000 homes so easily and 
cheaply. 

The right thing is anything which appeals 
to people with homes, the people who have 
money for the right things of life. 



Put 

Them 

On 

Your 

List 



Have you the 
right thing to ad- 
vertise ? 



Sunday School Times. 

PHILADELPHIA. 
Presbyterian. 
Lutheran Observer. 
National Baptist. 
Christian Standard. 
Presbyterian Journal. 
Ref 'd Church riessenger 
Episcopal Recorder. 
Christian Instructor. 
Christian Recorder. 
Lutheran. 
Presbyterian Observer. 



Over 260 000 Copies 

Religious Press 

Association, 

Phila. 



Them Off. 



The average edition of The Sunday School Times 
for 1 89 1, was, exclusive of special issues, 156,758 
copies weekly to paid in advance annual subscribers. 
The annual revision of the list has been made, 
and all unpaid subscriptions have been stopped, new 
ones paid in advance have been added, and now 
the new list comes forth fresh and live to give 
active service to good advertisers. It is confidently 
expected the average for 1892 will be more than 
the average above stated. 

The circulation of The Sunday School Times is ex- 
clusively among adults — not children. Its quality 
is that of the best Christian families. Its quantity 
is more than that of any other religious weekly 
paper — two and three times more, one only ex- 
cepted. 

We see to it, in fixing the price of the advertising, that 
intending advertisers shall have no easier and 
better way of reaching this great number of Chris- 
tian homes than by using The Sunday School 
Times. 



189 



5H£ 




IRALD 



NEW YORK 



EDITED BY 



^/y<ufcl^7£&i«-*f& 



c 

\-m.-«--l 



The Christian Herald 

Brings better returns to many large advertisers 
than any medium published. 



1! The Christian Herald 



• :•;■•;.•.•:.;• 



Spends more money in advertising than all other 
Religious Papers in the world combined. 



'--•: 



Send for Sample Copy and Card of Advertising Rates to 



P. B. BROMFIELD, Manager, 

r^ Advertising Department, 



8 

Q 97 BIBLE HOUSE, 

3ooooooooo 




§§' The Christian Herald 

^i^^.v. Has by far the largest circulation of any Re- 

&* ligious Family Paper in America. 



Agricultural Papers 



"(Mother Earth's Taper 




?p|g\HE agricultural paper is distinctly and separately neither 
'■fe^yj a magazine, a family paper, a religious paper, a class pub- 
Jm|^ lication, nor a trade paper. It is, to a limited extent, 
^§g? a class publication, in that most of its readers follow one 
particular calling, the majority of them naturally being 
farmers. With this distinction, the agricultural paper distributes itself, in 
a way, in the same field covered by all publications, that is, its circulation 
is thoroughly national, although, of course, some agricultural papers have 
district circulations, but the general matter of the agricultural paper fits 
into the country at large, and is interesting to everybody engaged in 
farming. 

Of a thousand readers of any agricultural paper, about one hundred of 
them read, regularly or irregularly, one or more of the leading high grade 
magazines, about seven hundred are subscribers to religious papers, and 
about eight hundred take some family or children's publication. 

The agricultural paper is the trade paper of the field, and it goes fur- 
ther than that, for it is, to a certain extent, the family paper of the 
farmer. Not only does it treat of farm matters and general outdoor work, 
but it contains more or less literature, and matters of interest to home 
decoration, to home brightening, and to other things of general family 
character. 

The agricultural paper is a combination of the trade paper and the 
family paper, working in harmony with the religious paper and the 
magazine. It fills a position which no other publication can fill, and it 
goes beyond that for which it is primarily intended. 

While farmers are not city people, and while a goodly proportion of 



192 AGRICULTURAL PAPERS. 

them are not men of more than common want, the average farmer has 
sufficient money for all household comforts, and frequently for luxuries. 

The copper plate signature of the manager of the counting-room, and 
that of the head clerk, may look more businesslike, but the scraggy 
chirography of the apparently uneducated farmer, will pull more money 
out of the country bank than that of many a man who does business with 
three show-windows, and a half dozen moustached clerks. 

The farmer has, or hasn't, anything. He knows exactly what he has, 
and where it is. He may not keep books, he may be unbusinesslike, but 
he has saved cents where other men have lost dollars. He has children, 
frequently a good many of them. These children he educates ; he sends 
them to the best schools, and gives them privileges which he did not have 
himself. As these children grow up, they demand modern necessities, 
and he purchases them for them. He is not much of a reader, nor, 
perhaps, is his wife. His children may be. He confines his reading 
largely to the agricultural paper, and, if he be religious, to his religious 
paper, also, with, of course, the addition of his local newspaper. His 
wife reads the agricultural paper as intently, and more so, than he does. 
She is interested in it from the first page to the finish. She is the buyer 
of everything about the house, and half of the things outside, for under 
her direct direction come the dairy, and other parts of farm work adapted 
to feminine skill. She is posted on churns, and very likely, if she be the 
kind of wife the farmer should have, she knows about the mechanical 
quality of a corn-sheller, or a reaper, or a harrow, or anything else about 
the farm. 

In certain districts, where farming has risen to the dignity of a science, 
where college-bred men superintend the tilling of the soil, the agricultural 
paper, to them, becomes a magazine. It is read and studied as carefully 
as a scientific book. 

The agricultural paper appeals to the ignorant farmer, because it is all 
he may read ; to the medium farmer, because he appreciates the value of 
printed information ; to the better class of farmer, because he depends 
upon others' opinions as well as upon his own ; to the high grade farmer 
because he will study everything of possible interest and advantage in his 
work. 

The agricultural paper is read by the family. One-third, at least, of 



AGRICULTURAL PAPERS. l^o 

the average agricultural paper, is made up of matter pertaining to the 
inside of house, and family work, home decoration, and other informa- 
tion valuable to women. This gives the agricultural paper a position 
among the family publications. 

As an advertising medium, the agricultural paper has a right to occupy, 
to a certain extent, a similar position with the religious paper ; to a limited 
extent, a position not far removed from the magazine ; to a very large 
extent, that of the family paper. These positions, coupled with its 
" trade " hold upon its readers, make it a technical publication of business, 
and a readable paper of leisure. 

The position of the agricultural paper as an advertising medium for 
farming implements of every kind need not be discussed. It is the one 
essential medium, no matter how many mediums of general character may 
be used. 

The agricultural paper occupies a position as a general advertising 
medium, especially valuable to the makers and sellers of everything used 
about the house, particularly about the country house, and for everything 
worn by men, women, and children of almost every grade, the medium 
grade, being, of course, the most profitable customers, as they are every- 
where. 



For More Than Half a Century 

The 

American 

Agriculturist 

Has Led All Other Agricultural Papers, 



Reaches Over 20,000 Post Offices in this Country, 
And More Than 1 ,400 in Foreign Countries. 
It Pays when Others Fail. 



Over 100,000 farmers of the 
better class read it. It is a 
family magazine, profusely illus- 
trated, better than nine-tenths 
of the special family papers. 

AMERICAN AGRICULTURIST, 

52 and 54 Lafayette Place, New York. 



Value of Papers that Reach the Farmer's Family. 

CITY advertisers, especially 
those whose later life has 
been spent within the walls 
of a city, who do general 
advertising, do not always fully 
appreciate the advantages of plac- 
ing their wares before those en- 
gaged in rural pursuits. This is due 
largely to ignorance concerning 
the farming classes. The city idea 
of a farmer is as he is usually 
caricatured by the daily press. 
The picture of a "granger with 
hay seed in his hair," as repre- 
sented by the city press, is that 
of a person of a lower order of 
intelligence. Whereas the con- 
trary is the fact. The larger part 
of the brain and push of the 
cities and of prominent men of 
tlie nation received its early 
training on the farm. 

Those engaged in rural pur- 
suits constitute the most intelli- 
gent class of the working people 
as well as the largest numerically. 
Neither are they the poor, penni- 
less, down-trodden class some of 
their would-be advocates for po- 
litical purposes represent them 
to be. The well-built homes, 
large and well-equipped barns, 
sleek horses, and thoroughbred 
cattle which abound everywhere 
over the great prairie States tell a 
different story. During the past 
two years especially the farmers 
have been blessed with pros- 
perity. 

On account of his isolation, 
the farmer is more susceptible to 
the influence of advertisements. 
He has less to detract his atten- 
tion, and consequently reads his 
farm paper more thoroughly. 
Take for an example, patent med- 
icines. The farmer is not so handy to the doctor's office and drug store as his town neighbor, and conse- 
quently depends more on these remedies. 

We once heard a very extensive soap advertiser say that it would not pay him to advertise for far- 
mers' trade, because they made their own soap. The facts are, not one farmer in a thousand makes or 
uses soft soap That it does pay soap makers to advertise for farmers' trade has been fully demon- 
strated by the experience of two large manufacturers. 

N. K. Fair bank & Co., in writing the Farm, Field & Stockman, Chicago, on this subject, says : 
The Howard & Wilson Pub. Co., City. Chicago, July 22, 1892. 

Gentlemen : — It is true that we advertised to the amount of $55 in 1890, in the columns of the " Farm, Field & 
Stockman." And you rendered us similar service in '91 to the amount of $440. And that we have increased this 
advertising with you to the sum of $858 for the current year. You certainly have our permission to use our name 
as reference concerning the character of either yourselves or of your journal. Your friends, 

N. K. Fairbank & Co., by W. M. Raymund, Advg. Mgr. 

The experience of another soap advertiser, Wm. Wrigley, Jr., & Co., is remarkable and goes far to ex- 
plode established theories of advertising soap. 

Farm, Field & Stockman, Chicago, 111. Chicago, July 29, 1892. 

Gentlemen : — It is but fair to you to state that we received more replies from our " ad." in your paper than we 
did from the same "ad." occupying the same sized space and run the same number of times in sixteen of the leading 
magazines. Yours truly, Wm. Wrigley, Jr., & Co. 

The average farmer's wife is much more particular about the whiteness of her linen and cleanliness 
of her home, milk pans, pots, and kettles, etc., than the wife of the average working man, and therefore 
buys and uses more cleansing articles. The farmer and his wife are also good customers for anything 
else that other people buy, and have the money to buy with, therefore their trade is desirable. 

The class of papers published in the interest of the farmer's family are usually better printed, on bet- 
ter paper than the average weekly. The more refined taste of the rural class demand this, they therefore 
make better advertising mediums. In the so-called "Rural Lists " there is, however, much padding ; at 
least one half can well be excluded, and the intelligent advertiser should use due caution, but the best 
papers of this class are good paying mediums for almost any line of general advertising. 

195 




A National Semi-Monthly 

1 



Eastern and Western Editions. 




SPRINGFIELD, MASS., and CHICAGO, ILL. 

250,000 Copies Each Issue 

GUARANTEED. 



EASTERN EDITION 

not less than 

120,000 COPIES ! 



WESTERN EDITION 

not less than 

130,000 COPIES ! 



The majority of advertisers like to know what states the circulation of a paper covers and the total 
circulation in each state. For the benefit of all such advertisers we print below a map showing the 
circulation of Farm and Home by states and giving as the dividing line between the EASTERN and 
WESTERN EDITIONS the Alleghany Mountains. OVER 235,000 COPIES are now required for 
the PAID SUBSCRIPTION LIST of Farm and Home as per last count made. 




Distributed at 12,830 Post Offices. 
Distributed at 15,297 Post Offices. 



_ . , „ , .. f Eastern Edition, 126,121 Subscribers. 
Total Subscribers | Western Edition, 109,392 Subscribers. 

Both Editions, 235,513 Subscribers. Distributed at 28,127 Post Offices. 



ADVERTISING RATES SJSrSSSZ S 

cents per agate line each insertion. For both Edi- 
tions, $1.50 per agate line each insertion. Dis- 
counts for large contracts made known on appli- 
cation. 



liinrpr can you find a first-class medium 
if n L II C on an y better terms ? 

3-5 of a cent per line per thousand circula- 
tion for small contracts, 1-2 of a cent per line 
per thousand circulation for large con- 
tracts. 



THE PHELPS PUBLISHING COMPANY, 

and 



27 WORTHINGTON STREET 

SPRINGFIELD, MASS. 



504 THE ROOKERY, 
CHICAGO, IEL. 



196 




Trade and Class Papers 



"They balance business " 

|0 local community appears to be able to exist without its 

local organ, and no business, or trade, of any importance, 

lias been permitted to live without one, or more, or a great 

many, distinct trade journals, devoted exclusively to the 

line of business they respectively represent. 

The trade paper is published for business. Its editors and publishers 

purpose to make money out of it. Its circulation must be limited, and 

its advertising space extends to the extreme of possibility. 

The trade paper business is overdone. Fully three quarters of the 
trade papers are simply collections of advertisements, bound together in 
handsome covers, having little or no bona fide circulation, being simply 
given away, sent to selected lists, and forced upon the public in the form 
of sample copies. Every advertiser receives the paper regularly, and 
comparatively few others are annoyed by it. Very little effort is made to 
increase the bona fide subscription list, but every nerve is strained to 
increase the advertising. With this vast amount of advertising, forcing 
the publisher to make his paper larger than a magazine, there is no par- 
ticular profit in the sales, for the paper costs so much to produce, that the 
publisher can make as much, or more, money, by increasing his advertising, 
and not extending his circulation. 

It has been said that every trade paper pays. With a few exceptions, 
this statement can be verified in fact. The majority of trade papers cost 
very little for editorial work, they seldom pay for anything, their expense 
consisting largely in their printer's bill, and the travelling expenses of their 
advertising representatives. They make money if they have a smart man 
at the head, for the circulation of the trade paper publisher is frequently 



198 TRADE AND CLASS PAPERS. 

far in advance of the trade paper itself, the success of the paper depend- 
ing mostly upon the ability of the man who meets the possible advertiser. 

The remarkable success of the better class of trade journals has deluged 
every business with as many trade papers as the business can possibly 
stand, the majority of them having no legitimate excuse for existence. 

The first class trade paper is an indispensable advertising medium for 
the manufacturer and wholesaler of anything in the line of its trade 
policy. 

The merchant, who depends upon the retailer for his livelihood, can 
simply not afford not to be represented in his trade papers of character. 

The trade paper if it reaches anybody, and no matter if it reaches but 
few, and the best trade papers reach a good many, must reach those inter- 
ested in its line of trade. 

If the circulation be only two thousand, or even one thousand, then 
that paper is read by two thousand, or one thousand, probable buyers, not 
purely possible buyers. 

Any medium which can reach one thousand probable buyers is worth 
more to the advertiser, who depends upon his sales to retailers, than a 
medium reaching ten thousand possible buyers, unless the one thousand 
probable buyers be included in the ten thousand possible buyers. 

The readers of trade papers are directly interested in the goods adver- 
tised. The trade paper is a sort of readable directory, arranged with every 
attention to typographical display, the advertising pages being frequently 
of more interest to the reader than the editorial and news columns them- 
selves. 

A man interested in the clothing business will read everything about 
clothing, no matter how dry the articles may be. It appeals to his pocket, 
and he is interested in everything which brings mone} r to his pocket, and 
what is more, he is interested in the doings of others in the same line of 
trade. He reads the advertisements of the trade paper, if he be a retailer, 
in order that he may keep up to the times, and save an occasional dollar 
by buying of new and enterprising firms, who apparently are offering some- 
thing as good for less price, or something better at less than proportionate 
increase. 

The advertiser who expects to receive direct returns from his trade 
paper advertising will be disappointed nine times out of ten. 



TRADE AND CLASS PAPERS. 199 

The value of good trade paper advertising is not to be reckoned by 
definite- returns, so many per hour, per day, or per week ; it is to be reck- 
oned upon the value of its general whole. 

The majority of people who order goods by seeing advertisements in a 
trade paper seldom take the pains to give the paper the credit for it. 

The house with its advertisement in the trade paper continuously, if the 
trade paper be the leading one of its line, keeps the name before the prob- 
able buyer, who ma} T buy of him, really without knowing that he saw the 
advertisement in the trade paper, for the trade paper, if it does nothing 
else, acts as a sort of unseen introductory medium between maker and 
buyer, presenting to the travelling salesman the best kind of respectable 
assistance. 

A good trade paper is an indispensable part of trade. Trade cannot be 
run successfully without it, for it never has been run successfully without 
it. It is the connecting link between people of the same line of trade — 
a medium for exchange of ideas, plans, and principles. It stimulates 
trade, keeps trade alive, and holds business competition in proper check. 
It is the balance of trade, and it is not appreciated as it ought to be. 

Successful manufacturers and wholesalers have been, and probablv 
always will be, liberal advertisers in trade papers. If good trade paper 
advertising does not pay, it is quite remarkable that the ablest concerns, 
in eA'ery line of business, persist in using liberal space in their leading 
trade papers. Wholesale business houses are too conservative, and value 
a dollar too much, to waste money in trade paper advertising, if they had 
not. from experience, proven to their own satisfaction, that trade paper 
advertising, used judiciously, brings returns. 

A single answer to a trade paper advertisement may bring to the whole- 
saler a profit more than equal to the entire expense of trade paper adver- 
tising for a term of years. 

Beware of the trade paper which will print, indiscriminately, long 
winded puffs, or any uninteresting information, about any concern, simply 
because it is an advertiser in the paper. 

The trade paper which will sell its editorial opinion for an advertisement 
is the trade paper without standing, because it has sacrificed its right to 
legitimate existence. 

The quality of the trade paper can be frequently determined by its 



200 TRADE AND CLASS PAPERS. 

unwillingness to print indiscriminate puffs, and reading notices. Good 
trade papers are glad to print personals, or any other information of in- 
terest. The news columns of a trade paper are substantially reading 
notices of business, but when the trade paper makes a definite statement 
about anything which it knows nothing about, and sells its editorial 
opinion on the auction-block of advertising, that trade paper has lost, 
irrevocably, its standing, and is not a good advertising medium for any 
one. 

The good trade paper is simply indispensable to the wholesaler and 
manufacturer. 

The poor trade paper has nothing but an advertising circulation — a 
blackmailing sheet, which can do no one any good, and no one any harm. 

Advertisements in trade papers should be constantly changed. It is 
generally inadvisable to run the same advertisement twice. These 
papers are read by business men, and business men have not the time to 
wade through long description, which may be interesting to the man who 
wrote it, but of no interest whatever to the retailer, or at least, the re- 
tailer does not so consider it. Extreme brevity must be used, and there 
should always be a new and striking headline, to gain the attention of the 
retailer as he turns the leaves. Use illustrations as much as possible, if 
your goods can be illustrated ; if they cannot, present some original illus- 
trations of character to draw attention to the advertisement. ' 

Do not try to be humorous, unless you can be humorous. Do not para- 
phrase the poets, or present original poetry, which you ought to be 
ashamed of. Let your statements be plain and to the point. Say as little 
as possible, and stop when you have said it. 

Generally, a full page in a trade paper is worth more, proportionately, 
than four quarter pages. A full page advertisement allows the advertiser 
to produce a very striking advertisement, and to tell his story in a way to 
be appreciated, while in the crowded space of a quarter page, it is liable 
to sink into insignificance by better and larger advertisements preceding 
and following it. 

College and school papers are certainly class publications, of limited 
general as well as local circulation. They have, individually, few readers, 
but their constituents are of the buying class. Makers of outdoor goods 
and men's outfittings, book publishers, and sellers of general library sup- 



TRADE AND CLASS PAPERS. 201 

plies, find in the college and school paper a good field for advertising. 
The rates are apparently low, considering quality, and very high when 
compared, proportionately, with national publications, but such comparison 
is unfair to the college paper. 

Official organs of benefit and fraternal associations, even if of large ex- 
tended circulation, are not always advertising mediums of much value. 
The contents of the majority of the papers are devoid of interest, being 
made up of the dryest statistics, and other order matter of the most pro- 
nounced lack of freshness or interest ; consequently the publications are 
not generally taken from the wrapper. The few really bright papers of 
this class are valuable mediums of national character, and must be so con- 
sidered, although the national advertiser can do business, quite easity, 
without them. 

Educational papers, devoted either to instructors, or to general educa- 
tional matters, including the scholars themselves, are technically class 
publications, although they have the right to occupy positions among the 
publications of general character, for they are, with the exception of those 
published locally, papers of national circulation, their readers being con- 
fined to no particular grade, except that they are interested, directly or 
indirectly, in education. Such publications offer the general advertiser, 
advertising space of consideration, although he need not use any of them 
in his national advertising. For articles used in education, and for the 
general advertising of books, educational papers occupy the same position 
with the advertiser as do the religious papers with sellers of things exclu- 
sively for religious use. 



THE GIANT 
OF TRADE 
JOURNALS 



The 



Boot and Shoe 
Recorder 



140 PAGES— PUBLISHED WEEKLY 



The Largest Weekly Trade Journal in the World 



PUBLISHED IN THE 



BOOT PHD SHOE RECORDER BUILDING 

II & 13 COLUMBIA STREET 

BOSTON - - - MASS. 

® ® ® ® 



The Boot and Shoe Recorder is the leading trade 

JOURNAL OF THE WORLD. IT HAS A CIRCULATION EXTEND- 
ING INTO EVERY STATE AND TERRITORY OF THE UNION, AS 
WELL AS THROUGHOUT CANADA, MEXICO AND ALL EUROPE. 

The working staff of the RECORDER is equal to that 

OF MANY LARGE CITY DAILIES. THE DEPARTMENT MAT- 
TER CONSISTS OF THE FOLLOWING: 
"RANDOM NOTES," "SHOP TALK," "SHOE ADVERTIS- 
ING," " BOOT AND SHOE ART IN THE PATENT OFFICE," 
"RUBBER BOOTS AND SHOES," "CORRESPONDENCE," 

"business changes," "among THE TRADE," "com- 
mercial traveler," "general notes," "short 
talks with shoe dealers," "letters from manu- 
facturing CENTRES," "POINTERS ON NEW GOODS," 

"THE LEATHER WORLD," AND OTHER ATTRACTIVE AND SPECI- 
ALLY WRITTEN ARTICLES EACH WEEK. 

As An Advertising Medium . . . 

TO REACH THE BEST CLASS OF MERCHANTS IN THE COUNTRY 
THERE IS NO OTHER PUBLICATION THAT WILL COMPARE 

with the Boot and Shoe Recorder. 

WE REFER BY PERMISSION TO MR. NATH'L C. FOWLER, Jr. 

Send for Sample Copy. 



:u2 



llFE Is lOO^HORT 



TO CATALOGUE IN DETAIL THE NUMEROUS 
REASONS WHY EVERY DRY-GOODS MAN 
SHOULD SUBSCRIBE FOR 

The Dry Goods 

Chronicle 



A PEEP AT THE PAPER TELLS THE STORY. 

Anyone not yet numbered amongst the thousands of manufac- 
turers, commission merchants, importers, jobbers, or retailers now 
subscribers, can obtain complimentary copies by sending address. 
No live merchant fails to perceive that the paper is full of matter of 
real money value to him. 

ITS VALUE AS AN ADVERTISING MEDIUM 

Is seen in a glance at the people advertising — the object 
lesson is worth volumes of talk. Subscription, $4 per 
year. Advertising rates on application. 

143 Chambers Street, New York. 



203 



A BOY 



Can lead a horse to water. 

A regiment can't 
make him drink. 




It is equally impossible to make a man 
read that in which he is not interested. 
That is why many publications of large 
circulation fail to pay advertisers. The 

Dry Goods Economist 

has the ear of the greatest trade in 
America, the trade whose wants are the 
largest in volume and variety. This 
great trade reads the ECONOMIST at- 
tentively every week — reads it pencil in 
hand to make notes of its contents. The 
horse drinks of his own accord, and 
orders and inquiries pour back to adver= 
tisers as the natural result. A certain 
number of square inches of space in the 
paper is but a small part of what the 
advertiser in the DRY GOODS ECONO- 
MIST gets. He becomes practically the 
client of a large corps of experts in his 
own business, whose experience and in= 
terest are always at his service. The 
ECONOMIST prints more dry goods ad- 
vertising than any other publication in 
the world. After all these years there 
can be only one reason for that fact, 
namely : that it is found an economical 
means of getting business. If you have 
anything to bring before the dry goods 
trade, it is wasteful not to do it through 
the ECONOMIST. We are ready to give 
you a great deal more information about 
plans and methods if you want it. 




DRY GOODS 
ECONOMIST.! 

ESTABLIS HED Bjg ^Cteg==g3 

AS THE 

U5EC0N0MI5T 

AND 

DRYG00D5 
REPORTER 

THE 

TEXTILE PUBLISHING 

COMPANY *• 
7otf°WALK£R-5I5 
NEW YORK ' 




204 



Local Daily Papers 



" Daily mirrors of the town " 




HE similarity between a great daily and a local daily is 
that both have local circulations, the former extending its 
circulation throughout the state, and other states, and 
generally covering, to a limited extent, the entire country, 
while the latter finds its constituency limited almost ex- 
clusively to its immediate town or city, and to suburbs and surrounding 
country, within a radius of hardly exceeding twenty miles, unless the 
local daily is published at some strong commercial centre, not quite large 
enough to be national in its importance, and yet sufficiently large for its 
business to extend half a hundred miles away. 

Daily papers should be divided into three distinct classes : the great 
daily, the large daily, and the small local daily. 

Whatever may have been said about local advertising in the great daily 
paper, applies, to its full extent, to small local daily advertising, but the 
small local daily has no particular right to solicit national advertising, for 
the national advertiser cannot afford to pay it living rates, and the enter- 
prising local daily will find itself so full of local advertising as not to con- 
sider it necessary to solicit out-of-town business, except within its district 
or state. 

Tf the majority of local dailies gave half as much attention as they do 
to stimulating local advertising, and less attention to soliciting national 
advertising through advertising agents, the local publisher, the advertising 
agent and his customer, would be much better off. 

There are few Eastern towns of exceeding ten thousand population with- 
out one or more daily papers, generally two, each representing one of the 
two great political parties. 

205 



206 LOCAL DAILY PAPERS. 

The few towns of over ten thousand people, without a daily, are situated 
in such close proximity to a larger town or city, that the larger place 
completely covers their journalistic held. 

In the West, the majority of towns of three, four, or five thousand 
population, and some with hardly two thousand people, present to the 
local daily publisher a living, at least, and many of these small towns are 
proud of their local dailies. 

With the perfected news systems, the economy of stereotyping, and the 
making up of news into plates at a central office, almost any town of busi- 
ness, even without much population, can support, fairly well, a small 
daily. The local daily in such a town is nothing more nor less than a local 
weekly, run on the same general lines, except that it gives more attention 
to the news of the country and the world than the weekly can consistently 
give. These local dailies present to the local advertiser indispensable ad- 
vertising mediums. 

If there is a local weekly in the town, as well as a daily, the daily does 
not take the place of the weekly, but the two papers work together in har- 
mony, and the local advertiser, if he be progressive, uses both. 

This is pre-eminently the age of small dailies. 

The conventional country weekly, except in small places, starts a daily 
in connection with itself, or else is obliged to become a county paper, for 
the daily is filling its in-town field. 

Go where one will, the progressive merchants of a town of any size and 
of any character advertise in the local daily. They simply cannot avoid 
advertising in it. 

The amount of space to be used by the local merchant in his local daily 
must be reckoned by the volume of the merchant's business, and his wil- 
lingness to cast bread upon the advertising waters, that he may have more 
bread. 

Generally, small space in these local dailies, that is, of an inch, or two 
inches, unless placed under some distinct department heading, among ad- 
vertisements of its own size, has comparatively little value. 

The local daily advertisement of strength is a half column, a column, a 
half page, or an entire page. The good advertiser does not believe in 
economy of space. He purposes that every reader of the paper shall see 
his advertisement as soon as, or before, he reads the news. He attempts 



LOCAL DAILY PAPERS. 207 

to rival the headlines of the news columns, and to make his advertising 
the most conspicuous in the paper. 

Local daily advertising should be invariably changed with almost every 
issue. The same advertisement should seldom run over a week ; it had 
better not run more than a day; certainly the advertisement should be 
changed every other day. 

The local daily has generally the same hold upon the public as has the 
local weekly, but it is not taken so generally in the country districts. It 
is pre-eminently the organ of buyers, for the majority of people who are 
entrusted with buying, have sufficient sagacity to follow the advertising 
in the local daily, if there be one, and sufficient intelligence to make them 
anxious to keep up with the local, as well as the national times, every 
day, as well as every week. They appreciate the local weekly, and take it. 
It is remarkable that many local weekly papers in the country, contain- 
ing absolutely the same matter which appears in the local daily, are read 
by the same people who read the daily, most folks being very willing to 
read the identical local thing twice. 

No local daily ever killed a local weekly, and no local weekly has ever 
been able to injure a local d&ilj. In small towns, they occupy the same 
positions, and yet they do not oppose each other. In large towns, they 
occupy distinct positions, and therefore cannot oppose each other. 

The local daily of a city of fifty thousand population, or even half that 
number, is, to a certain extent, a metropolitan paper, that is, it closely 
resembles, in general arrangement, the great daily papers, and its circula- 
tion is extended, generally, in the ratio of the population of its city, that 
is, a city of fifty thousand will generally send its local papers farther into 
the country than a city of twenty-five thousand. These daily papers are 
really city papers in every sense, representing a distinct city community, 
with suburban and country people also. They are, therefore, advertising 
mediums for local goods, and can frequently be used by the national adver- 
tisers, who desire to create local business, for the direct benefit of local 
retailers. Covering, as they do, extended territory, the national advertiser 
can, to a certain extent, class them with the great daily papers, and spend 
a reasonable amount of money in them, in connection with his regular 
national advertising. 



Local Weekly Papers 



" Folks must have it 




HE first newspaper published anywhere was a weekly paper. 
The public can exist without the magazine, without the 
literary publication, without the great daily, and the over- 
whelming Sunday paper, but it demands, and positively 
refuses to live, without the local weekly, the publication 
nearest to the heart of everybody. 

Two thirds, nearly three quarters, of the American periodicals are what 
are known as country newspapers. 

There is not a town in the East, of two thousand people, and hardly a 
town in the West, with a population of five hundred, which does not pos- 
sess a local organ. 

The local newspaper, if one choose to bring it down to the narrow limits 
of a definite definition, is a paper published in some distinct local locality, 
limited in circulation to the town, or the immediate surrounding country, 
and filled exclusively with miscellany, and accounts of local happenings. 

The better class of country papers extend this circulation to cover the 
entire county, and many of the Eastern country newspapers have a circu- 
lation in the West, because many of their former residents joined the 
Western exodus years ago, and desire to be familiar with the doings of 
their Eastern homes ; and many of the Western local newspapers have 
circulations in the East, because the sons and daughters of Eastern people 
send their home paper to the homes of their childhood. 

The circulation of these local weeklies ranges from two hundred to 
five thousand, the average country newspaper having a circulation of five 
or six hundred, a considerable number printing and selling from fifteen 
hundred to twenty-five hundred, and a few reach the three thousand limit, 
while a still smaller number approach as high as four or five thousand. 

20* 



LOCAL WEEKLY PAPERS. 209 

Country newspapers, of two or three thousand circulation, are extremely 
profitable local enterprises, and generally cover an extended field of local 
territory. 

There cannot exist a fairly decent community without a reputable local 
newspaper. 

Ninety-nine and ninety-nine one hundredths per cent, of the people who 
do not read the local newspaper have neither brains nor money sufficient 
to direct them in the purchase of anything except the necessities of life. 

The local weekly newspaper furnishes the most effective, and in many 
cases the only, means of reaching, individually, the local public. 

No local dealer, or business man, can afford not to advertise locally, and 
it is necessary that nine tenths of his local advertising be done through 
the medium of his local newspapers. 

Perhaps the local newspaper has a " patent inside," or a " patent outside ; " 
perhaps stereotype plates are bought by the yard and used to pad out ; 
perhaps its advertising type has worn to the second nick, and its news 
type is battered and irregular ; perhaps the whole mechanical and editorial 
departments consist of only one man and two boys ; — if all these things 
be true, then the chances are that this newspaper meets the support given 
it, for the local weekly newspaper is a positive mirror of the business and 
social life of its community. 

There are few local editors and publishers who are not willing and 
anxious, and who have not the ability, to make their papers just as good 
as the people will allow them to, by giving them sufficient support. 

Perhaps the editor of the local weekly may not appear to be much of a 
fellow, perhaps he isn't much of a fellow. There are drones in the jour- 
nalistic profession as well as in any other. 

Perhaps some particular editor, and your editor in particular, is not up 
to the average of civilized humanity ; perhaps he is a falsifier, an ignoramus, 
a man who sells himself for a less price than his constantly cut advertising* 
rates ; but if he is your only editor, and owns the only local paper within 
your territory, he sways a power for business good and evil, which you 
had best regulate, not annihilate. 

The respect of every community is due to the country editor. He may 
be a crank — most leaders in everything are cranks ; without cranks, the 
man who isn't a crank would not be allowed to turn the cranks of business. 



210 LOCAL WEEKLY PAPERS. 

The country editor may wear poor clothes ; he may not live in half so 
good a house as does the merchant; but ten chances to one, he is intelli- 
gent, well-read, and knows infinitely more than half of the well dressed 
dudes, who smirk behind the counter, wear better clothes than do their 
proprietors, and trade their looks upon the auction block of smart society. 

The country editor is not given to decorating the outside ; he attempts 
to fill the inside ; if he be given the support he deserves, his family may 
be of the prominent customers at your store. 

The best people in any locality read the local weekly newspaper, be it 
ever so poor and humble. 

To the great majority of local customers, it is the one local, effective 
advertising medium, bought and paid for. 

It is paid for, and that which costs something to obtain is utilized. 

It is read, because it was purchased for that particular purpose. 

It has influence in its field, because it substantially owns its field. It 
is, in its way, a monopoly ; and an advertisement in it of ten square inches, 
or of any other size, is worth more than an acre of circulars. 

There never has been, and there never will be, invented a local adver- 
tising substitute for the local newspaper ; all else is supplementary, and 
effective, only when used in connection with the legitimate advertise- 
ment in the legitimate local newspaper. 

The local newspaper has been, and always will be, a necessary and reg- 
ular visitor in every civilized family. 

The local paper is read alike by rich and poor. The ignorant rich ma} r 
scoff at its shortcomings, and criticise its style, lack of style, and general 
appearance, but when they say they do not read it, they speak untruth, 
for they do read it, and the more they find fault with it, the more they 
prove that their reading of it is thorough. Not to read it would deprive 
them of the privilege of kicking. 

The local advertiser has, or ought to have, local standing. He is 
known, or should be known, throughout his field, in a business or profes- 
sional way. His announcements have upon them the stamp of location 
and intimacy ; consequently they often rise to the dignity of local 
news. 

The well written advertisement in the local weekly paper, telling the 
woman of the market of what she desires, or suggesting what she might 



LOCAL WEEKLY PAPERS. 211 

be made to desire, is worth as much to her, and is as interesting, as an 
account of a social gathering. 

If the local advertiser be known, he must keep up the acquaintance 
through the medium of the local press. If he be unknown, he must be 
introduced to people through the same medium. 

There is something the matter with the local merchant who cannot uti- 
lize the advertising columns of his local paper. 

The local newspaper must be used intelligently, as everything else must 
be used to bring success. 

It is well to be careful about the composition of the advertisement. It 
is desirable that there be not too little space, and it is unprofitable to use 
too much space. 

The advantage of being next to reading matter depends largely upon the 
position of the reading matter, and its quality. 

A large advertisement will be read, no matter where located. 

A small advertisement is not likely to be seen, even though at top of 
column, and next to reading matter. 

A double column advertisement on any page, filled with big type and 
startling announcements, would not by any means be worth much less 
than it would be if it occupied preferred position, for a large advertisement 
will be seen, no matter where located. 

The local merchant, who thinks he can do without using the local weekly 
newspaper, is simply mistaken. It is absurd to argue with such a man. 

The believer in flyers and cheap circulars, at a sacrifice of local news- 
paper space, is the kind of merchant who does not deserve to be helped, 
because he does not even help himself. 

Circulars, flyers, and everything else, are all right, but they should never 
be allowed to take the place of the advertisement in the local weekly 
newspaper. 

In this chapter it is opportune to discuss a branch of newspaper adver- 
tising, known commercially as cooperative newspaper advertising. 

The cooperative newspaper, or the " patent inside, or outside," consists 
of a publication, almost invariably of local character, and generally a local 
weekly newspaper, which is printed in two places. 

Two, or more pages, are printed at a central office, located in some 
large city. 



212 LOCAL WEEKLY PAPERS. 

After these cooperative pages are printed, the paper, with a part of it 
blank, is sent to the local publication, and the publisher, with his own 
type, and with his own press, prints the balance of the paper. 

These cooperative concerns are really philanthropists. They enable 
small country towns, and even large ones, to have local newspapers, when 
the newspapers could not exist, with the support given them, if the local 
publishers were obliged to stand the expense of completely setting their 
papers, and entirely printing them. They have transformed small, poorly 
printed five or six column four page papers into large and influential folio 
or quarto sheets, containing two or three times the amount of reading 
matter formerly given. They have made large papers out of small ones, 
and have educated the country people up to that point where they demand 
the best quality of reading matter, and plenty of it. 

These cooperative concerns employ first class editors to select stories 
and literature, and to write general news, and non-political editorials. 
These they make up into the form of an uncompleted paper, complete 
— except as to local news, which is supplied at the home office. 

The local publisher buys these sheets, and upon that part which is not 
printed, prints his own local editorials, news, and advertisements. 

The cooperative union can furnish the local publisher with these sheets 
at a little more than the cost of the white paper, for it prints them in enor- 
mous quantities, thereby reducing the expense of press work, buys car- 
loads of paper, which brings the cost of the stock down to the minimum, 
and the same general matter printed in one paper is used in others, widely 
separated, so that a great saving is effected in type-setting. 

The matter is generally selected with care, and is better than the aver- 
age local editor could get up himself. 

To meet this expense, that the cooperative concern may favor the local 
publisher, and yet make money, the cooperative house prints, upon these 
cooperative pages, the advertisements of national business, the advertise- 
ments appearing in as many local papers as the advertiser pays for. 

A cooperative house, issuing one thousand papers will, perhaps, divide 
the list into three or four distinct sections, and will sell advertising space 
in any one section, or in all. As each section is printed at one time, the 
cooperative company can afford to take these advertisements at from one 
eighth to one tenth of the price asked by local papers themselves. 



LOCAL WEEKLY PAPERS. 213 

The advertisement, costing the national advertiser, in five hundred 
local papers, say fifty cents each in each paper, or two hundred and fifty 
dollars per week, in them all, would be inserted in the cooperative list, 
and appear in exactly the same papers , for a very small proportion of this 
price. 

The advertiser is saved the expense of sending to each paper an electro- 
type, which, with postage, would amount to a very considerable sum, 
and correspondence with the different publications is all avoided, for one 
copy, one electrotype, and one check, cover the entire business. 

Advertising in the cooperative lists should not be considered by the 
national advertiser as distinctly local advertising. 

Cooperative lists should come under the head of great national weeklies, 
that is to say, the cooperative list should be considered as one publication, 
its circulation being reckoned by the aggregate of the number of publi- 
cations the list reaches, with a certain percentage added, for the indis- 
putable advantage of reaching the local people through their local 
papers. 

While the national advertiser cannot ( afford, as it is not profitable, to 
advertise in local publications individually, he can, by the cooperative 
lists, reach these same communities, with the advantage of local communi- 
cation, at the proportionate cost of national paper advertising. 

The local weekly newspaper is the connecting link between the local 
buyer and the local seller, not an indirect link, but one which is recognized 
by both sides. 

The local newspaper is the local messenger of social invitation, the 
village master of ceremonies. It carries the words of the local seller to 
the local buyer, wherever he or she may be, whether in the cottage, in the 
hotel, in the drawing-room, in the boudoir, in the kitchen, or in the base- 
ment. 

The local weekly paper is the Mercury of Advertising, instantaneous 
in transit, possessing the key which will unlock every door shut against the 
advertiser, and which sometimes assumes to be shut against advertising. 




A reduced map of the territory covered bv the 1,450 papers comprising the Atlantic Coast Lists, each 
town represented hv an x. There is no attempt at exaggeration. This map substantiates every claim 
made bv the Atlantic Coast Lists, and proves beyond question that they cover the homes of the Atlantic 
Coast of America more thoroughly than any other publication or combination of publications. 

214 



* A A A A A AAAAAAAAAJ 

ATLANTIC COAST 
FOLKS. 

COLUMBIAN intelligence landed on the At- 
lantic coast. 
American intelligence remains there. 
The concentrated East has simply sent her 
delegates across the Western Prairies. 

American money is near Atlantic tide water. 

Half of the entire population of America makes its 
permanent home within the boundaries of the Atlan- 
tic Coast Lists. 

One sixth of all the country people of the United 
States, and one third of the rural population of the 
Atlantic slope pay for the privilege of reading the 
Atlantic Coast List papers. 

Sixty per cent, of these fourteen hundred and fifty 
papers are the only papers of their respective localities. 

Eighty-three per cent, are the only papers of their 
towns or published at county seats. 

The slight prejudice against co-operative papers, 
largely due to the egotistical ideas of some antiquated 
publishers, who think they produce the whole paper 
better than an extensive plant with every facility can 
publish half of it, has well-nigh passed into foolish 
history. 

The co-operative paper of the East is the home pa- 
per of the people. It is the paper which frames local 
opinion ; the paper of modest circulation — true ; but 
of a character nearest to the local heart. 

The Atlantic Coast Lists cover the Atlantic Slope 
of America and its people. 

Atlantic Coast Lists, 134 Leonard St., New York. 



A Lesson in Arithmetic 



Somebody with a head for figures states that it will cost 
$174 to make fourteen hundred and fifty four=inch electro= 
types ; that fourteen hundred and fifty mailing boxes or wrap= 
pers will cost $21.75; that the postage on these electrotypes 
will be $130.50; that the cost of postage for correspondence 
with fourteen hundred and fifty papers, reckoning but two 
letters to each paper, for postage alone will be $58; a fair es= 
timate of the cost of correspondence and the time of a man 
attending to it would not be less than 5 cents per paper, or 
$72.50 ; the two sheets of letter paper for each paper, with en= 
velopes, would cost as much as $10 ; the clerical labor on elec= 
trotypes, the checks in payment, and the examination of each 
paper would, at the lowest, be $25, bringing the total expense 
to $491.75. 

Assuming that each paper would charge for four inches but 
one dollar, $1,450 would be the advertising bill. Add this 
to $491.75, and the grand total becomes $1,941.75. 

An advertisement of this size sent direct to the local papers 
would be liable to be placed among dry goods or clothing ad= 
vertisements, and would certainly not be conspicuous. In that 
part of the paper which we print, and print well, are few ad= 
vertisements. 

This advertisement we would accept for the entire 1,450 
papers, require but one electrotype, attend to all the details 
of the work, for the sum of $266 ; that is, we will do the work, 
covering the field as effectively as an advertiser can cover it 
himself, for less than one seventh what he would have to pay 
for it if the business was done directly with the papers. 
This is an axiomatic argument. 

AN ADVERTISEMENT inserted in the 1,450 papers compris= 
ing the ATLANTIC COAST LISTS must necessarily appeal to 
a very large percentage of the residents of the localities where 
these papers are published. 

REACHING ONE SIXTH OF THE 
READING POPULATION OF THE U. S. OUTSIDE OF LARGE CITIES. 

ATLANTIC COAST LISTS, 

I34 Leonard Street, New York. 



L>16 



The Advertising Agent 



" For the economy of business 




USINESS never has been done, and never will be done, with- 
out five distinct classes of individual workers : the con- 
sumer, the retailer, the middle man or jobber, the 
wholesaler, and the manufacturer. 

The argument used by many manufacturers, that they sell 
direct to the consumer, without the intervention of the jobber or retailer, is 
a heavy one theoretically, and in special cases as strong practically. 

There always will be a few men abundantly able to produce a thing, 
and sell it to the consumer, without the assistance of any business go- 
between, but these men are in so small a minority that their class cannot 
be discussed, except specifically. 

The great bulk of all kinds of manufacture, trade, and barter depends 
upon these five distinct classes, any one being as important as the others, 
for no four can profitably exist without the assistance of the fifth. 

Advertising is simply a business commodity, created to assist the 
business man in his business. 

On the one side stands the advertising medium, whether it be the 
poster, circular, flyer, catalogue, pamphlet, book, magazine, religious paper, 
Sunday paper, daily paper, weekly publication, or anything else. 

Directly opposite stands the advertiser, the man who finds it necessary 
to spend money to obtain advertising in some, or all, of the ways men- 
tioned. 

It is essential that the advertiser, directly or indirectly, meet the adver- 
tising medium. 

In small towns, and in the majority of cities, where the bulk of the adver- 
tising is done within the circle of a few miles, the local advertiser has, at 



218 THE ADVERTISING AGENT. 

his arm's length, the advertising mediums ; therefore he does not need the 
intervention of any middle man. 

The national advertiser, the great wholesaler or manufacturer, who 
must use advertising to build trade, that they may sell goods to retailers, 
that the retailers may sell the same goods to the consumers, find their ad- 
vertising mediums scattered all over their territory, their territory 
generally being the entire country, and frequently all of the progressive 
world. 

National mediums are not publications of local prominence. 

The magazine published in New York is no more a New York maga- 
zine than it is a Boston magazine ; it is a national publication for national 
purposes, and is simply printed in New York because it must be printed 
somewhere. 

Advertising space in these great mediums sells for an enormous price, and 
is generally worth the price. 

The national advertiser, in covering the country, frequently uses daily 
papers, but these dailies are scattered, and he is not in the midst of more 
than a limited few of them. 

It is necessary that he buy advertising space at the lowest possible 
rate, and buy it intelligently. 

The national publications, if they be of definite standing, are of posi- 
tive money-bringing value, and offer the economical means to the end. 

The national medium must have two prices, one price for the advertiser, 
and another price for the regular advertising agent. 

About three fourths of national advertising is placed through the 
advertising agent, who is to advertising what the jobber is to boots and 
shoes, clothing, or any other commodity of trade. 

The advertising agent gives his entire time to buying and selling adver- 
tising space. 

It is the business of the advertising agent to obtain for the national 
advertiser advertising space in the mediums which the national advertiser 
may designate, or, if the agent be given discretion, in the mediums which 
the agent feels to be particularly beneficial to the advertiser. 

The advertising agent can sell this advertising to the advertiser for the 
same price that the publication will sell it to the advertiser, and yet make 
a respectable commission for his services. 



THE ADVERTISING AGENT. 219 

The publication does not object to paying this commission, because by 
paying it, it obtains a larger amount of business than it would if it did 
business direct with the advertiser, and the publication is saved the 
expense of extra solicitation. 

The advertising agent guarantees to the publication the payment in full 
of the advertising bill, and the first class agent is a man of responsibility. 

The publication simply pays, as a commission to the advertising agent, 
an appropriate sum for the services which the agent renders. 

The advertiser pays nothing extra, the agent does the business and 
makes money, and the publication is just as well, if not better, off. 

The necessity of the advertising agent is apparent from the fact that the 
leading agents are respectable business men, and rank with the ablest 
merchants of the country. 

There are, scattered about, many irresponsible agents, men who have 
neither capital, honesty, nor ability. These men are the Shylocks of 
advertising. 

These Shylocks assist in lowering advertising below the level of mer- 
chandise. They make the advertising business appear to be illegitimate. 

The number of these questionable agents is increasing, and the adver- 
tiser must keep himself constantly on the alert that he be not taken in by 
the apparent liberality of these advertising " shysters," who will offer 
almost any terms, and frequently pay the difference out of their own 
pocket, that they may start a customer, with the premeditated design of 
fleecing him on the second order. 

The advertiser is warned to beware of these advertising agents who per- 
sist in handling the firm's advertising entirely at their own discretion, who 
insist upon placing advertising in certain questionable mediums, and are 
unable to give business reason for such judgment. There is a cat-in- the- 
meal somewhere, and the advertiser is paying for it. 

The first class advertising agent suggests, not insists. He studies the 
firm's business carefully, suggests a list of mediums, presents it, and, 
under the practical advice of the firm, assists in making the advertising 
profitable. 

The high grade advertising agent recommends only mediums or combina- 
tions of mediums, of known character, which, in the aggregate, present 
economic fields of advertising. 



220 THE ADVERTISING AGENT. 

In the handling of combinations, particularly of lists of smaller news- 
papers, the advertising agent can do the business at a small percentage of 
the cost to the advertiser, if he should attempt to place the advertising 
direct with the papers. 

The first class agent does not more than legitimately cut rates. 

It is considered perfectly right, and no publication objects to it, if any 
first class agent offers to do advertising for a definite lump sum, which 
lump sum may not pay liim a heavy commission in certain directions, but 
which, in the aggregate, gives him sufficient profit to do business. 

The advertising agent who does business on a margin of less than ten 
per cent., is doing business for less than he can afford to do business,' and 
he is either doing business for the fun of it, which isn't at all likely, or 
he has future designs upon the customer, at the customer's expense. 

The average advertising agent, whether he makes full commissions or 
cut commissions, can place advertising cheaper and better than can the 
average business man. 

The first class advertising agent never misrepresents. His judgment of 
mediums, and his general advice on all advertising matters, are far 
superior to the advertising knowledge of the average business man. 

It is the advertising agent's business to give advice, to plan, to speculate, 
on the results of the advertising he places. 

No first class advertising agent will sacrifice his honor in any direction, 
for the sake of extra profit. 

Every good advertising agent is enabled., by combinations, and by the 
large amount of space lie controls in certain good mediums, to offer the 
advertiser lower rates than the advertiser can obtain in any other direction. 

It is perfectly true that a great many agents attempt to crowd on to the 
advertiser, mediums of little or no value, simply because they can buy 
space at lowest figures, or they control the space, in such mediums, but a 
first class agent, when he knows how much the advertiser purposes to 
expend, selects for him mediums which he knows are valuable, his first 
object being to make the advertising pay the advertiser, his second object 
to make money by doing it, for he knows that the permanency of his 
business depends upon the effectiveness of his work, and that an extra 
profit this year may mean no profit next year. 

The expense of handling advertising by the average advertiser, and the 



THE ADVERTISING AGENT. 221 

maintenance of the advertising department, add at least five per cent., 
and perhaps ten per cent, to the cost of the advertising, while the adver- 
tising agent can do this at the minimum of cost. His clerks are especially 
trained, and the multiplicity of his business makes it cost very little extra 
to handle the business of any new concern. He simply makes a science 
of placing advertising, and of handling the details of it in such a concise 
way that the advertiser is not annoyed by detail. This is a part of the 
advertising agent's business, and a responsible agent does it in an honor- 
able and acceptable way. 

Of course there are concerns who can afford to do advertising direct, 
and who can, by so doing, realize a certain advantage which they cannot 
always obtain through the advertising agent. 

A house expending two or three hundred thousand dollars a year, can, 
perhaps, figure a saving, by maintaining its own advertising department, 
but ninety-nine per cent, of business houses can save from ten to twenty- 
five per cent, in actual expense, and certainly a large per cent, of annoy- 
ance, by placing their advertising in the hands of the men who do nothing 
else, and who are certainly fit for this professional business service. 

Advertising agents make mistakes, and lose money for their customers, 
but they lose a great deal less money than will the customers themselves, 
if they attempt to handle that which they have no business to handle, and 
for which the advertising agent was especially created. 

The larger part of all national advertising would not be in the hands of 
respectable and responsible advertising agents if the advertising agent was 
not an essential factor in the economy of advertising. 



i 




UB-BOTTOM 




Advertising Rite? 

IN EVERY GOOD /"VEDlUn- 

The ReaSOn that I always Have bot- 
tom rates everywhere is because I handle the 
bulk of the magazine business, and a very large 
share of the general newspaper and weekly pa- 
per advertising. 

I *Simply Ask advertisers to allow me to 
figure on placing their advertising — it costs them 
lNotilin4£. It must be to mutual advantage. 
J. Walter Thompson, 39 and 41 Park Row, 
New York City. 




SPFA K'l NO OF ^ e y sa ^ that at a certain P oint within twelve miles of 

New York, deposits of Blue Stone are known to exist. 
I3I LL)I I\ (l Oddly enough, they have never been quarried. 



ADVERTISING 

IN 

ENGLAND 



Some Men have the field for a large business, or a bigger business. They never live up to 
their capacity, because they never realize what advertising can do for them, and how it can be done 
so as to hit what is aimed at. Some American advertisers have yet to conceive what 

and the British Colonies or in Europe can do for them. 
On that field scores of solid structures can be built. In 
Great Britain and its colonies there are advertising op- 
portunities of much more account than a quarry. 

If you are so placed that you can handle business 
from "the other side," or can establish, or have estab- 
lished a branch office there, you can best help the raising of your structure, and best secure a 
Sure Foundation by consulting with the 

HliSii !pq, Limited 

whose headquarters is at 167-168 Fleet Street, E. C, London, England, with an American office in 
New York City at 21 Park Row (ground floor). The Agency is incorporated, with a capital of 
$250,000, and is under the management of Henry Sell, editor and founder of Sell's Diction- 
ary of the World's Press. 




The Sell Advertising Agency possesses unsurpassed facilities for placing advertisements in 
any country on the globe. Lower prices and more substantial favors can be obtained by it from 
the Press of Great Britain and its colonies than are likely to be secured otherwise. The space of 
some of the very best advertising media in England is controlled by it exclusively. A vast expe- 
rience has been acquired by the Agency, and it is in position to give the most valuable advice in 
pi TC 1 1VF pC^ If y° u are interested, write to or call at the New York office (or 
the London office if you are en route) and the fullest particulars 
BUILDING wiU be furnished. 

Sell Advertising Agency, Ltd. 

167-168 Fleet Street, E. C, London, England: 
21 Park Row (Ground Floor), New York. 

Sample papers, rates, etc., at New York Office. 

223 



THIS IS 
WHAT I 
PROMISE 




w 



PROHPT SERVICE. 
LOW RATES. 

QUICK RETURNS, 




AND SOLICITING A SHARE OF YOUR 
BUSINESS, ASK YOU TO EXAHINE 
CAREFULLY THE LATEST EDITION 
OF MY ADVERTISING HAND=BOOK. 




T. C. Evans, 

294 Washington Street, 

Boston, flass. 



224 



iB25 



H 



a 



a 



OUR 
BUSINESS. 



WHAT 
WE DO. 



-I 



REASONS 
WHY OUR 
FACILITIES 
ARE 
UNUSUAL. 



^ while 
j credi 



£25EEE5EE5E5a 
K 

Bt 

We conduct a general agency for the inserting of advertise- ffi 
ments in all the periodical publications of the United States Dj 
and Canada. We take entire charge of an order for advertis- ffi 
ing, furnishing a preliminary estimate of cost, preparing printed K 
copy of the advertisement and full printed instructions to the Dj 
publishers as to its insertion ; we send out the orders to the pa- 
pers, check up each insertion of the advertisement in the papers 
(of which we keep complete files), and notify them promptly 
in case of wrong or deficient insertions. We see that each 
paper completes the order, and furnish detailed bills to the 
advertiser, who can see from our files each insertion of his 
advertisement in each paper. 

This, however, is the usual function of a properly equipped 
Newspaper Advertising Agency. The reasons why we believe 
we have unusual facilities for performing this work to the ad- 
vantage of the advertiser are: because we have had an expe- 
rience of over twenty-five years; because we are sending out a 
large volume of business, and number among our customers 
many of the leading advertisers ; because in a large number of 
papers we have a system of buying space in quantities to our 
customer's advantage; and finally, because our capital is large 
(see Bradstreet's or Dun's), which enables us to handle the 
largest contracts, and always puts us in a position to take ad- 
vantage of any offers for reductions for advance payment, 
while insuring us the publishers' best terms, as they know our 
credit to be undoubted. We solicit correspondence, 

^fy 



DAUCHY & COriPANY, 

NEWSPAPER ADVERTISEMENT AGENTS, 

27 Park Place and 24-26 Murray Street, 

NEW YORK. 



Our Pamphlet, " Special Offers 
ja for Newspaper Advertising" 
S sent free to Advertisers. 



Our Complete Newspaper Cat= 
alogue, 694 pages, price $5.00 

Is the best Newspaper Directory published. 
The price will be credited back on the first order 
sent us amounting to $100 or more. 



225 



^mmmmmnmfnmfMn?fmnmft!mfnfmttntf!!M!fnMumm^ 



Where to Obtain 



We write Advertisements, and place them as 
well. We charge nothing for the writing, and 
less than present cost for the placing. We pre- 
pare the matter, we design illustrations, we set the 
advertisement, we furnish an estimate of the cost. 
If our advertisers do not accept our offer we 



charge 
them 



Expert Advice 



nothing 
for our 



time and trouble. We have the best equipped Lit- 
erary and Art Bureau, the leading Advertising 
Agency, and the most modern Printing Office in 
the country. Some offer one of the above advan- 
tages, others another — we offer all. Ours is a 



unique 
business, 



Without Charge 



whose record is full of successes for advertisers. 
Write us for circulars and sample copy of The 
Kings' Jester. A postal card costs but one cent 
and may save you many dollars. 

JHIerbert Booth ^ing & Brother, 

202 Broadway, N. Y. City. 



EXPERT 

ADVERTISING 

AGENTS, 



226 




For the Advertiser who patronizes AL,DEN & 
FAXON, 66 & 68 W. 3d Street, Cincinnati, 
Ohio. 

We write, design, illustrate advertisements, 
and place them advantageously. We've 20 
years' experience, and an immense business. 
Many experts in our employ. Prices low for 
class of work done. 

We use ART extensively in Advertising. 
Nothing like it for an advertiser. 50 " Sugges- 
tions for Illustrative Advertising " sent you for 
4 cents in stamps — "big hits " — they illustrate 
any business. What's your address? Ours is 



ALDEN & rAXON, 

i & 68 W. Third St., Cincinnati, 0. 





TRADE MARK. 



TRADE MARK. 



* * * 



* * 

Suppose that after you have absorbed what this book 
on BUSINESS BUILDING has to tell you, you have communicated with Mr. 
Fowler, the author, and he sees his way clear to writing something about your 
business that will bring you greater sales or profit. Perhaps the best way of giv- 
ing the public what he writes, or a part of what he writes, will be through news- 
paper advertising. But he says he is no advertising agent, and will place no 
advertising. What then ? 

Why, then you need me ! 

1 am an advertising agent. I have put many years of work, experience, 
and study in the great field of newspaper advertising. Probably a million dollars 
or more have been expended in newspaper advertising under my charge. 

1 place advertising. I can secure you the right papers at the right price, 
and give you the most satisfactory service throughout, in any papers in the 
United States, Canada, Great Britain, etc. 

I invite correspondence or a personal call. 

WM. WATTENBERC, 

21 P&rK Row (©round Floor), 

New YorH. 












HIGH GRADE 



a 



DVERTISING 



I don't care to place questionable advertising — my 
business is conservative — I give personal attention to 
all of it — a few good customers are worth more to me 
than many poor ones — it is my business to work in 
your interest — no one can quote you lower rates — 
many cannot present so low rates — I only want a few 
more customers — I don't charge anything for esti- 
mates — It may pay you to write me — you can't lose 
any thing — perhaps both may gain much. 
Colin C. Cameron, 

S3 Summer St., Boston. 



Sra^^^^^s^^ra^^^^^^^^ 




is nothing to the difference between ordinary advertising 
and our kind. 

If you're a plodder, you'll make a business-name and 
some money, perhaps, in 20 years — without advertising. 

i An inch now and then, of your own copy — that's not advertising.) 

We'll Put You 
to the Front — 
In a Year. 

Is nt 19 Years Worth Saving? 

Send to-day for sample ads., booklets, lists and how-it's-done. 

Lord & Thomas, 
Newspaper Advertising, 

45=49 Randolph St., 
fflS* Chicago. 




229 



TO THE ADVERTISING PUBLIC. 



OFFICE OF THE 

EUREKA ADVERTISING AGENCY, 

BINGHAMTON, NEW YORK. 

1892. 

Mr. Advertiser, 

Dear Sir : — Our purpose at this time is not to preach you a sermon, talk 
you tired, or "bore" you with "our advice," but rather to tell you, briefly and 
pointedly, a few truths about advertising. 

You are a business man. You want to succeed among your fellows. 
How best can you do this is the all important question ? We would fain answer, 
by judicious advertising, and that word judicious means a vast deal in this sense. 

'Tis true, anybody can advertise, but only a few can make it pay, and 
herein lies the secret. The average business man either don't know how, don't 
care, or, perchance, don't have the time to give it proper attention. Either one 
of these causes will lose him thousands of dollars every year. Now for a remedy. 

The Eureka Advertising Agency is a channel through which you can 
reach millions of readers all over the United States, quicker, cheaper, and more 
effective than any other way. It combines business tact, brains, and, best of 
all, a perfect system. It can win you dollars where you have been gaining cents. 
It will place for you one line or one million lines, one inch or one million 
inches in any paper in the United States or Canada, and thereby increase your 
business and save you many dollars. 

Street-car advertising at present is one of the most popular and effective 
mediums. In fact, some of the largest advertisers prefer it to any other. In 
this we can likewise suit you. We have exclusive control of all street-car adver- 
tising in the cities of Binghamton, Syracuse, Auburn, Utica, Cortland, Homer, 
Oneida, Ithaca, Jamestown, Dunkirk, and Fredonia, N. Y., and Scranton and 
Erie, Pa. A total of five hundred cars, all fitted with regulation racks. 

We publish the Eureka Newspaper Guide, a book containing upwards of 
six hundred pages, and neatly bound in cloth. It is a complete and trustworthy 
census of the newspaper business of the United States, and an invaluable aid 
to all large advertisers and the publishing craft in general. It will have a gen- 
eral circulation throughout the country, and advertisers who use its columns 
cannot fail to reap rich benefits. 

We also publish the Stone Opera House Programme, of Binghamton, which 
for its kind is not surpassed in the country. It is a 6x9, eight-page, book- 
form publication, with lithograph covers. It has a guaranteed circulation of 
200,000 copies per annum. 

As a business man can't you see in this announcement something in a 
business way that will suit you and your pocket-book ? It will cost you 
nothing to talk the matter over with us, and but two cents to write us. 

Very truly yours, 

EUREKA ADVERTISING AGENCY, 

Binghamton, N. Y. 




Street Car Advertising 



" That he who rides may read " 

F everybody believed in street-car advertising, and there was 
enough street-car advertising space to go around, everybody 
would advertise in street cars. 

The combined advertising space of all the street-cars in 
America would not allow of more than one tenth of one 
per cent, of advertisers to advertise therein. 

There are no advertising mediums in existence of less space, and of 
more preferred positions. 

The reason that all advertisers do not believe in street-car advertising 
is simply because all advertisers do not believe in any one thing. 

When the majority of people of every community, where there is a 
street car, or an elevated railway, spend from one half hour to an hour 
and a half a day inside of a car, sitting facing each other, with no particu- 
lar desire to look out of the windows, because they have seen the land- 
scape and city views a thousand times before, and know every rock, and 
tree, and fence, and back-door along the line of their human life- 
pilgrimage, with nothing to do, unless they read, and tiring of reading 
before they reach their destination, it is fair to presume that a sign of 
anything, in type large enough to be read by anybody, posted up directly 
in front of them, where they could not help seeing it if they would, ought 
to present to the advertiser of about everything used, worn, or looked at> 
advertising standing by itself, alone in its value, to be compared with 
nothing, for there is nothing just like it. 

The value of a sign on a fence, or on a rock, by which pass pedestrians,, 
and horsemen, and carriage people, has been pronounced, by advertisers of 
character, a good method of advertising, particularly on account of its 

231 



232 



STREET CAR ADVERTISING. 



economy, yet while the passer-by must read the lines on the fly, he seldom 
stops to absorb them. 

Inside of the car, signs and readers are propelled together. 

Signs stare one in the face, and so remain as long as he remains in the 
car. 

In front of car signs stand and sit, year in and year out, the people of 
every community, of every class, from the lowest to the highest. 

The buyers in every town and every city are habitual and perpetual 
riders of street conveyances. 

The advertising sign in the street-car cannot be classed with mediums 
given away. It is a part of the car, and to ride on the car costs money. 
Without a stretch of business imagination, one may say that the advertis- 
ing sign in a street-car must be reckoned with that grade of medium 
bought and paid for, although the reader pays individually nothing for it. 



If you read this sign 
others will read yours. 



Plate No. 1. 



When the greatest advertisers of the world, the men who are now suc- 
cessful, and have travelled in success since they were born, are regular, 
continuous advertisers in street-cars, it is absurd for any croaker to push 
forward individual opinion to the detriment of advertising which has risen 
to standard grade. 

The street-car offers valuable advertising space to both local and 
national advertisers. Both derive, substantially, an equal benefit from it, 
for the street-car is one of the very few advertising mediums which the 
retailer and wholesaler, the local and the national merchant, can consider 
in the same business light. 



STREET CAR ADVERTISING. 



233 



Advertising in street-cars naturally includes horse-cars, electric-cars, 
tramway-cars, elevated railway-cars, and anything used for local traffic, 
between two not far distant points. Suburban trains would be reckoned 
in this class, if they received advertising. 

Advertising on elevated railway platforms and depots, directly in view 
of all those at the depots, and always before the travellers in passing 
trains, must be considered, substantially, the same as advertising within 
the cars, and many advertisers, on account of the larger space available, 
consider station advertising more valuable than interior car advertising. 
People look out of the cars as they draw near a station, that they may 
know what station it is, and every sign on the station is liable to be seen 
by every elevated railway traveller. 

The one great criticism on street-car advertising is, that the advertiser 




Plate No. 2. 



attempts to tell too long a story. There is no other place so emphatically 
demanding extreme brevity as street-car advertising. 

That famous sign, Plate No. 1, has become an advertising classic and 
can stand as a model of perfection in the art of street-car advertising. 
The whole story is told here, and it is so brief, and so plain, that no one 
can misunderstand it. 

Street-car advertising offers the wholesale and retail advertiser opportu- 
nity to tell something fresh each week, for here constant change is invalu- 
able, weekly changes being somewhat preferable to daily changes, for daily 
changes are too expensive to justify the additional cost. 

Those famous lines in Plates Nos. 2 and 3 applying to two articles of 



234 STREET CAR ADVERTISING. 

woman's necessity, have done more to attract attention, and sell goods, 
than a thousand and one other lines which cannot mean more, while 
consuming many more words. 



Tbe Rounded Rib 
017 Holding Edges. 



Plate No. 3. 



An advertisement in a street-car reading like Plate No. 4, is worth 
something, but not near as much as it might be worth. 

An advertisement like Plate No. 4, in the first place, doesn't mean any- 
thing in particular ; in the second place, there are too many words in it ; 



HITS ! HATS ! HATS ! 

We sell every kind of hat at lower 
prices than anybody else in town. 
Stylish, first-class, gentlemen's Hats, 
warranted to wear, always satisfac- 
tory. Hats repaired, ironed, and 
pressed. 

JOHN SMITH & CO., 44 Smith Ave., Smithville. 



Plate No. 4. 

and in the third place, it is not typographically arranged with any degree 
of effectiveness. 

It is suggested that perhaps the advertisement in Plate No. 5, might 
bring more business. 

There is something catchy about the advertisement of Plate No. 5. It 



STREET CAR ADVERTISING. 



235 



is a new way of putting an old thing. It gives the information that a five 
dollar hat is sold for four dollars, and presents the reason for it, without 



The reason why we sell our 
$5 Derby Hat for $4 is our 
business. It is your business 
to get a $5 hat for $4. 
John Smith & Co., 4 Smith Ave. 



Plate No. 5. 

really giving the reason. A business man will read it, and he is likely to 
follow it. 

Take the advertisement in Plate No. 6, for example. It comes about as 
near being worth nothing as any advertisement can be, and particularly so 
for street cars. A woman isn't likely to read it, for she cannot read it 
easily, and it is altogether too long to gain attention. 

An advertisement like Plate No. 6 is worth little. It does not make a 



To the Ladies of Smith? Ilk 

We are selling: everything which, ladies wear, from 
underclothes to cloaks and shawls. Our stock is com- 
plete with all the new and latest styles. The quality of 
our goods is unexcelled. Our departments are replete 
with large stocks of seasonable goods. Our millinery 
department is resplendent with the nobbiest of fresh 
designs, and our underwear department presents every- 
thing in this line at lowest possible prices. 

JOHN SMITH & CO., 44 Smith Ave., Smithville. 



Plate No. 6. 



specialty of anything, because it makes a specialty of too many things at 
once, and simply crowds effective space which might be used to advantage. 
It is suggested that only one of these specialties be advertised at a time, 
and that the advertisement in Plate No. 7 in a street-car might be 
effective. 



236 STREET CAR ADVERTISING. 

If a manufacturer has a harness particularly adapted to gentlemen's 
driving horses, a card like Plate No. 8 in the street-cars might attract 
attention. 

It is frequently advisable to advertise one point at a time in street-car 



DO YOU WEAR 
UNDERWEAR? 

Of course you do. We have enough 
underwear for all the weIl=to=do ladies of 
Smithville, at sub=bottom prices, simply 
because we can afford to sell at these 
prices. John Smith, 44 Smith Ave. 



Plate No. 7. 

advertising, and continue the points from week to week, if the points are 
sufficiently distinct to allow them to be presented individually, and in 
most every article there are plenty of strong points of personality, largely 
complete in themselves. 

Illustrations can generally be advantageously used in street-car advertis- 



DO YOU DRIVE A HORSE? 

THE STAR HARNESS IS BUILT 
TO WEAR, AND WEARS. IT IS 
THE LIGHTEST HARNESS GOOD 
FOR ANYTHING. EVERY HAR- 
NESS DEALER HAS IT. AS YOU 
GO BY, DROP IN TO LOOK AT IT. 



Plate No. 8. 



ing, but do not illustrate anything you sell if the illustration will not do 
it credit. Take some illustration of general character, of sufficient signifi- 
cance, or beauty, to attract attention. 

The trade-mark idea is justifiable in street-car advertising. Some ad- 



STEEET CAR ADVERTISING. 



237 



vertisers believe that the appearance of their trade-mark, with nothing 
else, in street-cars, indirectly does them more good than change of adver- 
tisement. 

While the writer is not disposed to admit it, he cannot avoid the argu- 



The reason the Smith car- 
pet wears longer than all 
other carpets is because it 
is made better than all 
other carpets. 'Nough said. 



Plate No. 



ment in favor of trade-mark advertising. In this respect, he simply 
suggests that there be a combination of trade-mark advertising, and fresh 
advertising, the trade-mark appearing with the fresh advertising part of 
the time, appearing by itself part of the time, and not appearing with the 
advertisement the rest of the time. 

The typographical appearance of the street-car card must receive as 



Good (Doripg, (Oy Dm ! 



How shabby your shoes look. Ten cents 
of your money, two minutes of your time, 
and folks will think you have a new pair 
of shoes every morning. Everybody sells 
Smith Shoe Dressing. 



Plate No. 10. 



much importance as the wording of the lettering itself. In street-car 
advertising typographical appearance is vitally essential. 

The finest grade of bright lithography, strikingly bold and simple, and 



238 



STREET CAR ADVERTISING. 




STREET CAR ADVERTISING. 239 

letter press combinations of color, more than pay their additional cost in 
effectiveness. 

The reader is referred to the chapter headed " Signs," which especially 
bears upon this subject. 

The man who spends six dollars for street-car advertising, and five 
dollars for the production of the advertisement, is as foolish as the man 
who feeds his trotting horse upon sour oats and cow fodder hay. 



OH, MAMA DEAR! 

You have forgotten that bottle 

of Jones's Food ! 
How hard baby cried for it, 

yesterday ! 



Plate No. 11. 



Rt>VE$TISiriG OH THE HEW YO$K 
EHEVflTED ^RlliWflVS. 






IT RAYS 

TO ADVERTISE WHERE 

IT MUST BE SEEN 

EVERY DAY. 



V. 



#!&* 



* 



*- 



700.000 



PASSENGERS 

CARRIED 

DAILY. 






#. 



x 



Thp ee Distinct Irines 
running the entire length 

of fieuj. York City. 
1,000 Ca^s. 173 Stations. 



Manhattan Railway Advertising <k News Co. 

35 MURRAY ST., NEW YORK. 



^^— n C^ ^t V 



In making your estimates for advertising 
don't forget street cars if you want to be 

"\r) tbe Swirp." 

This kind of advertising appeals to all classes ; 
is the cheapest for circulation covered of any 
known medium, and knows no morning, noon, 
nor evening editions, but, like the brook, it 

4 Goes or) Forever." 

Tou, of course, wish it attended to by a 
concern who will do it right. 



r 



CARLETON & KISSAM 

At present con- /L[\(\f\ C-,11 4-1 ma cars * n P rnicl 'P a l 

trol over OUUU 1^1111=111116 cities, all equipped 

with the Patent Concave Rack, giving uniformity of display. 



For Rates, Folders, etc., address 

CARLETON & KISSAM. 

PRINCIPAL OFFICES : 

50 Bromfield Street, Times Building, 

BOSTON, MASS. NEW YORK. 

BRANCH OFFICES : 

Chicago, Providence, Rochester, Buffalo, Newark, Columbus, St. 
Paul, Cincinnati, and Minneapolis. 



J. 



IF you want to advertise with profit to your- 
self, and confer a benefit on your fellow 
men, place the ad. where it will be seen, that 
" He who runs or rides may read." A few 
words judiciously placed will catch the eye, 
while a string of phrases are ignored. This 
is the experience of H. L. Ayer, 8 Hawley St., 
Boston, Mass., who has made a specialty of 
street car and elevated railroad and station 
advertising for the last ten years, and refers 
to the leading advertisers of this country and 
Europe to prove the truth and success of this 
statement. Patrons sending a line to the above 
address will be waited on promptly and fur- 
nished details. 



242 



Advertisement Writing 




'77s not so much how much is said — 'tis how it's said : 



HE man who frames an invariable rule to govern his adver- 
tisement writing is simply a fool. 

An arbitrary principle may be strictly adhered to in rail- 
road building, even to the always uniform size of the regu- 
lation bolts and screws, and the curves and gullies provided 
for years before the first blow of the pickaxe, but no man has been born 
who can back his claim of right to dictate a set policy, or to run a string 
of fixed regulations, for the writing of all advertisements. 

The author has given many years to constant practice, and has prefaced 
those years with the hardest preparatory training, and kind friends have 
been known to speak well of some of his work, and its results ; yet, to-day, 
he does not know how to write an advertisement which he would dare 
present as representing a style, or principle of advertisement writing 
positive to improve with the age of even six months. 

The advertisement writer is but a counterpart of the physician. He 
does his best. He brings his special education, long practice, and con- 
scientious desire to his labor — to more often succeed than to fail. 

One can no more formulate a definite plan of advertising composition 
and style, before being filled with the knowledge of the to-be-treated 
article, than can the physician write his prescription before feeling the 
pulse of his patient. 

Advertisement writing depends as much upon surrounding conditions 
as is the mercury dependent upon the temperature for its rise and fall. 

A style which will raise garden seeds might bury pianos. 

Lot's wife is a good trade mark for a corn beef man, but a mighty poor 
one for a Vermont dairy. 



244 ADVERTISEMENT WRITING. 

The best kind of an advertising plan for a hotel or steamboat is not 
always effective for any other line of business. 

Some good style, with the best writer of it, may make a fool of the 
writer, and positively injure the goods advertised, by the silly persistence 
of continually using it. 

That which is fresh and wholesome to-day, is often very stale and un- 
attractive to-morrow. 

There has never been invented a stjde of advertising which grew better 
with age. 

An intelligent handling of all good styles, with as many original ones 
as can be thought of, one at a time, is a hundred times more effective 
than any continuous one, no matter how good it may be. 

There are several kinds of originality, of all degrees of quality. 

Any idiot can be original. 

Sensible originality is the only kind marketable. 

Years ago, big type, bold-headed statements, and hackneyed sentences, 
filled the advertising columns of the newspapers, with about as much art 
and refinement about them as there is melody in bedlam. 

Then came a change. 

The reaction has created a whirlwind of businesslike and unbusiness- 
like art, and advertising lore. 

Story writers and poets turned their attention to the profitable field of 
advertisement composition, until a part of the better class of advertisements 
are made up to satisfy the taste of the members of the Monday Morning 
Club, or of the Authors' and Artists' League. 

Many professional advertisement writers have jumped as far above the 
people as they were once beneath them. 

An advertisement is a simple announcement of something to sell, 
coupled with more or less of an appeal to somebody to buy it. 

The man who expects his good advertisements to sell his goods without 
salesmen or agents is as foolish as the man who expects the salesman to 
make sales without the preliminary skirmish which advertising always 
makes. 

The advertisement and the salesman together fight the battle of trade. 

Because one does a style of advertising, which, continued for a century, 
pays, is no argument that intelligent variety would not pay better. 



ADVERTISEMENT WRITING. 245 

Advertising generally pays something, even when handicapped by botch 
work. Give it half a chance, and it will bring in results. It is often a 
question of making it pay better. 

The great criticism in advertising is too little space, and too much 
matter. 

Many a man attempts to tell the story of his trade within the measure 
of an inch. He can't do it. 

An advertisement, pure and simple, consists entirely of the advertise- 
ment in the newspaper. Such an advertisement will very likely bring in 
many inquiries for a ten cent chromo, or a box of flavored toothpicks, but 
if the advertisement announces regular goods of trade there is little or no 
chance of the advertisement being a direct means of direct selling. 

Advertisement writing is -simply a part of business management, or 
rather of business capital itself. Successful advertisements must dovetail 
and harmonize with every department of business. The more advertising 
done, the more business should be shaped to meet that advertising, that it 
may work in conjunction with it. 

The coat on the office boy, the letter-head in the book-keeper's drawer, 
the store furniture, the lights, the show windows, are all accessories before, 
or after an advertising fact. 

If an advertisement be cordial, and have in it the essence of truth, it is 
absolutely necessary that the reception to the possible customer should be 
as cordial and as honest. 

Change of advertisements is absolutely necessary. 

No advertiser should allow the same advertisement to appear more than 
a few times, unless the advertisement be a card, or giving such definite 
information that it is necessary to continue it indefinitely. 

Only the cheap newspapers object to resetting advertisements. The 
leading publications would rather reset them than not, because the proprie- 
tors of leading papers not only have the facility to reset advertisements, 
but are ever anxious to make their advertising columns pay their adver- 
tisers. 

When the advertiser can think of nothing new to say about his article, 
let him send a courteous note to the publisher requesting him to reset the 
advertisement in a style far removed from that then appearing. 

The sense of experience, where experience has built its right to dictate 



246 ADVERTISEMENT WRITING. 

by experimenting with all experimental styles of advertising, has labored 
hard in proving that the strength of advertising is in the change and 
novelty of it. 

The advertisement which reads 

BEST PIANOS 

at 

JOHN SMITH'S 

undoubtedly has a certain amount of business-bringing in it, but it can 
never do as much good for John Smith as it would if he had something 
else to say about his pianos than that they are " the best." 

The discipline of experience teaches constant change of style in adver- 
tising. It has made one believe that no one style of advertising, no 
matter how profitable or how much it be recommended, is worth anywhere 
near as much as it was when it was new and fresh for the advertiser. 

Whether the style be modern, or that of the poster style in the back- 
woods weekly, it cannot retain for the advertiser who uses it the full 
vigor of business-bringing strength after it has run the course of a year. 

The Pica reading-letter style of advertising has paid, it is now paying, 
and it may continue to pay for ages, but it cannot be worth as much as it 
was when its brightness was undimmed by age. 

The man who advertises -by descriptive matter this month, had better 
advertise by more open matter next month. 

The man who has persisted in the primer style of advertising for three 
months can well consider the advisability of hunting up some new style 
for the next three months. 

The primer style is good. It was invented by one of the brightest ad- 
vertising experts which the world has produced. It was presented to the 
American reader at a time when advertisement writing was going back to 
the conventionality of the Dark Ages. The public was delighted. Some- 
thing new under the advertising sun had come to it. 

The well-written primer, particularly that written by this genius in 
primer writing, is a work of business literature. 

Any advertiser can to great advantage use the primer style, but he 
should not persistently use it, after it, good as it may be, becomes a 
catalogued chestnut. 



ADVERTISEMENT WRITING. 24 T 

No man thinks of keeping on his counters the same goods arranged in 
the same way, indefinitely. The shrewd business man buys new goods, 
or rearranges his old ones. He is constantly changing things so to be up 
with the times, if not a little ahead of them. He is putting down a new 
carpet in his office, white-washing his walls ; — up goes a new sign ; — 
perhaps he is building a new store. 

The quantity of business sagacity is shown by the ever constant endeavor 
to make people see that the business man is attending to business, and 
ready for more business. 

There is no part of business which so absolutely requires constant 
change, originality, different style of expression, and manner of expressing 
it, than does the advertisement. 

Because a man has always done business under gas light, is that fact a 
good argument against the electric light ? 

Is there any sense in persisting in one line of action without branching 
from it sufficiently to discover other lines or branches, which although not 
of material change, are sufficient to attract those people who have never 
before been reached ? 

Radical changes are dangerous. The business man who has made a 
success working along one path, had better keep his feet in that path until 
they step off of it forever, but the feet can be in the path, while the arms 
are reaching out for newer and fresher things, while the head is bobbing 
from one side to another, inhaling the higher air of enterprise, sending to 
the feet a new circulation, born from the mother of the times. 

The old fogy idea of persistently following in the old ruts, because the 
old ruts have held the business, is absolutely sure to bring no new business, 
and it even may not hold the old. 

The house which can get new business is generally the store which 
holds all the old business. 

The man who is advertising in a dignified way, need not, for sake of 
change, advertise in an undignified one. There are as many kinds of dig- 
nity as there are of anything else. 

Am advertisement is that which a man sends out to ask the people to 
come to him. Would the same man think of asking his wife's sister on 
Monday to " Come to see us ; " on Tuesday to " Come to see us ; " and 
repeat the same hacknej^ed invitation for the balance of the week, and so 



*248 ADVERTISEMENT WRITING. 

on until the woman dies, or comes to see him? If the same man ask the 
same woman to come to see his family on Monday, and if she does not 
come Monday, to say to her on Tuesday, " We are going to have strawberry 
shortcake for supper, why not drop around to see us? " he adds an induce- 
ment which appeals to her palate. If she does not accept it, on Wednes- 
day he may say : " My wife and I are going to take a ride to the Falls ; 
would yon like to accompany us ? " Here he adds still another induce- 
ment, something which appeals to another side of her natural desire. • The 
plain invitation is still there, but so framed that it becomes interestingly 
cordial. It is simply a different way of saying the same thing, with the 
weight of the invitation increased by its attractiveness. The adver- 
tisement is nothing more or less than this sort of invitation, only it is 
more general ; but it must be varied as often as any other invitation, to 
attract the new, as well as to hold the old. 

The advertiser who finds his advertising is not drawing, had better 
investigate the fault in himself before he investigates the fault in the 
paper, or that in the not-yet-come-to-him customer. 

On general principles the more space an advertiser takes, the more people 
will read his advertisement ; but it makes no difference whether the space 
be one inch or four pages, change of style is just as necessary as is change 
of collar and cuffs on the clerk who stands behind the counter. 

Advertise the goods for sale, not the men who sell them. 

Beyond a few of the great concerns, which are in themselves of Barnum- 
like conspicuousness, whose names are trade-marks of business, the firm 
name is worth comparatively little beyond its good reputation, its age, and 
the enterprise attached to it, all of which accumulate intrinsic value, but 
none of which justify bill-board advertising, nor is it necessary that the 
name should be at the top, in the middle, and at the bottom, all together 
in any one advertisement, set in type of the largest size, at tremendous 
sacrifice of good space, and acting as a direct handicap to the salability of 
the goods for sale. 

The following advertisement is taken from one which recently appeared 
in a New York daily paper. The original advertisement occupied twelve 
inches space, set in six inches double column. It is reproduced, some- 
what in proportionate facsimile. While this advertisement is considered 
worse, both in the arrangement of words and typographical appearance, 



ADVERTISEMENT WHITING. 249 

there are many, more poorly written, and more clumsily put together 
advertisements. 



G. JONES, 

44 JONES STREET, 

WILL PLA.CE ON SALE, MONDAY, UNEQUALLED VARIETIES OF 

FINE CARPETS, ORIENTAL RUGS, MATTINGS, 
UPHOLSTERY and FURNITURE 

of every description, for city and country residences at extraordinarily 
low prices. Also the following Special Bargains : 

(Second Floor.) 

SOLID OAK SIDE TABLES, with Metal Trimmings, and OAK 
BOOK-CASES, with Glass Doors, at $10.00 each. 

OAK ROCKERS, handsomely carved, from $14.50 to $23.00 
each ; reduced from $25.00 to $35.00. 

Main Floor.) 

IRISH POINT LACE CURTAINS at $7.50 per pair; reduced from 
$10.50. 

IMPORTED CHENILLE TABLE COVERS, two yards square, at 
$3.00 each ; reduced from $4.25. 

FURNITURE TAPESTRIES, at $3.50 per yard ; reduced from 
$5 50. 

FURNITURE SLIP COVERS, elegantly cut and made for suites 
of seven pieces, material included, at $8.50 per suite. 

Orders for reupholstering Furniture executed at low prices. 

SOUTH AMERICAN HAIR MATTRESSES " 

AND INODOROUS FEATHER PILLOWS. 

Furnished at Very Low Prices. 

SliadLes -A. Specialty. 



Gk JONES, 

44 JONES STREET. 



Plate No. 1. 



In Plate No. 1 the name of Jones, and his address, appear twice ; once 
is sufficient. The name occupies about ten times too much space, and 



250 ADVERTISEMENT WRITING. 

there is about a dozen times too much matter in the advertisement, par- 
ticularly considering the small space it occupies, and altogether too much 
in the way it is arranged if it occupied a page. There is no necessity of 
speaking of furniture being adapted to city and country residences. Now- 
adays all furniture is adapted to in town and out. It frequently is a good 
thing to advertise goods for city use, and goods for country people, but 
they should never be advertised together. There is absolutely no sense 
in designating the floors, and what is on them. Nobody cares about the 
floors. People will read this advertisement, for some of them read every 
advertisement, but about one quarter as many people will read it as would 
read it if it appealed to something which they wanted specifically, not 
generally, carrying with it suggestion of household, or personal need. 

The firm name should not occupy more than a very limited space. It 
had better be at the bottom of the advertisement, in small type, than at the 
top in any size of type, although certain firms believe that there is ad- 
vantage in keeping the firm name at the top, in some distinct and charac- 
teristic lettering, assuming to act as a sort of trade-mark. 

If the name appears at the top it should not appear at the bottom, and 
the firm name should seldom appear more than once in any advertisement. 

If the advertiser has something to suit the necessities of the people, and 
his name be printed in the smallest type at the bottom of the advertise- 
ment, the reader will find it. 

The advertiser who argues that his name should be in the largest type, 
in order that the people may not forget he is advertising, simply shows his 
poor opinion of the effectiveness of advertising. Better make the style of 
the advertisement characteristic than the size of the type in the firm name. 
If the advertisement has anything in it worth reading it will be read, and 
the advertiser's name discovered. 

Plate No. 2 is the advertisement rewritten and reset in a way which 
is supposed to be more effective, with only one article announced. 

One point the advertiser must never forget : never use a mystifying or 
difficult to pronounce name for anything. 

If buyers cannot easily pronounce the name, they are not likely to ask 
for it. 

Do not set before the prospective reader more than he will read. 

A steady, small stream will fill the bucket to the required fulness. 



ADVERTISEMENT WRITING. 



251 



A stream larger than the bucket will fill it,* and slop out half of the 
contents. 

There would not be the slightest objection to cramming the advertise- 
ment, if the reader would digest it ; but the trouble is the reader will not 
even taste enough of it to learn its flavor. 

An advertisement is a silent drummer ; and people in general imagine 



ii 



Everytbiijg to 5it 017 " 

lounge on — sleep on — walk on 
hang on — at home — we have. 
"HONESTY IS OUR POLICY." 



BOOK 

CASE 



solid oak— glass doors— hard finish 
— handsome — Built to stand dozen 
Spring movings — Even if you have 
another one, you can't afford not 
to have this one — Yours for 



Q. JONES, 
44 Jones St. 



$10. 



a 



Plate jSo. 2. 



themselves to be opposed to drummers ; and there is certainly an appear- 
ance of objection with a proportion of most folks against advertising in 
general ; consequently it is absolutely necessary that the advertisement 
should be so written, that the reader will absorb it before he has time to 
remember the conventional apathy he may suppose he possesses. 

The wording of an advertisement frequently rises to the dignity of sound 



252 ADVERTISEMENT WRITING. 

literary character ; indeed, it is easy, if one possess the ability, to throw 
considerable sensible literary work into the construction of a single head- 
line ; and right here it is opportune to say, that the average business man 
considers himself too much occupied to give the time to the proper con- 
struction of effective advertising. 

It is no depreciation of a business man's ability to say that few have, or 
can have, in justice to business affairs, the trained knowledge sufficient to 
make the advertisement as effective as it would be, if he should possess 
that which the present business methods have so far refused to teach 
him. 

It is not intended to imply that the business man can not write, or learn 
to write, a good advertisement. He can so learn, if he will but give intel- 
ligent attention to this essential department of his business ; and any 
business man, no matter how busy, to be a successful advertiser, must 
study the methods of advertising thoroughly and carefully, or else engage 
the professional services of some one competent to write and direct his 
advertising. 

In many cases the employing, regularly or occasionally, of such trained 
assistance, is to be recommended. 

The average shoe clerk can write a better shirt advertisement than can 
the maker of shirts. The shoe man is not handicapped by technical shirt 
fact. A shirt to him is a means to an end. He will write only that about 
shirts which interests the shirt wearer. He is the buyer of shirts. He 
knows what a shirt should do. 

. Because the advertiser will read his own advertisement, and it pleases 
him, and his wife, and his doctor, his book keeper, and his office boy, there 
is no reason for claiming that the " don't-care " public will notice it. 

No more think of crowding your advertisement into crowded space than 
of crowding salesroom. 

One sentence of crisply printed words is far more effective than a con- 
glomeration of catalogue prose. 

It is all well enough to use small space, if you can hire folks at a reason- 
able price to look at it. 

The value of a well written advertisement can hardly be over estimated. 

There are plenty of cases on record where the composition of a single 
effectively written advertisement has been worth several hundred dollars. 



ADVERTISEMENT WRITING. 253 

The idea, resulting in the words, 

" Fanny Fern writes for the Ledger," 

as applied to the advertising of that famous national publication, was the 
lightning stroke of genius. These words alone were made to fill entire 
pages in the leading daily papers, and America wondered at the extrava- 
gance of space, and bought the Ledger. 

If head-lines be used, and they are recommended for nine-tenths of the 
advertisements, the burden of the advertisement hangs on the head-line. 

There are some lines of goods which occasionally require extended 
description, but when long descriptions occur it is well not to have them 
run more than once or twice in succession ; and the intervening advertise- 
ments should be particularly short and crispy. 

The advertisement of many things can be sub-divided, so that each article 
has a prominent identity. 

Books are published to be sold, and are sold. The purchaser buys the book 
because he wants to read it, and yet every attention is given to the typo- 
graphical make-up of the book, to have it set up in clear, readable type, with 
plenty of space between the lines, and frequent paragraphs. 

If so much attention be given to the typographical appearance of that 
which will be read somewhat irrespective of its appearance, should not 
more care be exercised in the construction of the advertisement, to induce 
people to read that which they imagine they do not really care much 
about reading ? 

The common form of writing advertisements is to put big statements 
into big type. 

Generally a statement cannot be too broad and strong, if it be true. 

There is no objection to using very large display type, provided there 
are not too many similarly prominent lines in the same advertisement. 

Many large type lines should never be close together. They should 
either be separated by blank space, or by printed matter in small type. 

The value of large type is dependent on its contrast with the type 
preceding or following it. Frequently the smallest type, by its very 
minuteness, if there be no large type in the same advertisement, makes 
nearly as conspicuous a line as one set in the largest type. 



254 ADVERTISEMENT WRITING. 

In the majority of advertisements, display lines are used, and probably 
always will be used. They may not look artistic, but there is no denying 
that there is a business look about large type, which cannot be readily 
produced in any other way. 

An advertisement can be instructive in a general way, so as to contain 
positive information, which will be read and looked for, and which cannot 
be read without the substance of the advertisement permeating the re- 
motest recesses of the reader's brain. 

Direct advertising is generally better than indirect, but a combination 
of all of the methods is the most effective, and the advertiser should strive 
to follow a style of advertising different from the common style prevalent 
in his territory. 

The personal letter form of advertising, which tells in a gossipy, 
sprightly style, with more or less of description, of the goods offered for 
sale, is to be recommended for frequent use. In this style of advertise- 
ment use few paragraphs, a modest heading, or no heading at all, and Old 
Style Roman, or Full Face type, is generally the best style of type to set 
it in. The size of the type should not be smaller than will comfortably 
fill the space, unless the advertiser be willing to pay for considerable blank 
space, at the top and bottom of the reading matter. The blank space is 
not wasted, for it not only helps the typographical appearance of the 
advertisement, but, by seeming to make the advertisement so brief, in- 
creases the chances of its being read. 

The negative form of writing advertisements, that is, apparently running 
down the advertiser, provided it be done so that it is plainly intentional, 
is occasionally beneficial. 

For instance, 

" Brown makes the best candy out of the poorest molasses;" 

or, the dry goods dealer might announce, 

" The poorest calicoes at the highest prices. No attention 
paid to customers. Shrinkable ginghams warranted not to 
wash. Ten thousand handkerchiefs, not worth five cents 
apiece, at twelve dollars a dozen." 

This class of advertisement must be written in the broadest style of ex- 
aggeration, and should appear not more than a few times during the year ; 



ADVERTISEMENT WRITING. 255 

and never should be used at all if the advertiser have doubts about the 
way the public will understand it. 

If the advertiser or writer possess a humorous vein, he can often use it 
to advantage ; but before attempting anything in this line, he must be sure 
that his humor is genuine, not imaginary. No matter how good the humor 
is 5 the shorter it is the better ; and the advertisement should be all humor- 
ous, or not humorous at all. 

Rhymed advertisements are often effective, and as they are little used, 
have the appearance of originality. But if reputation be valued, do not 
indulge in this sort of advertising, unless the services can be secured of one 
versed in the art of versification. Poor prose is bad enough, but poor 
rhyme is an abomination. 

Avoid the everlasting typographical harangue about bargains. The 
public is thoroughly tired of reading about that which doesn't often exist, 
and is seldom recognized when it does. Nobody has the slightest confidence 
in a bargain store, — the name itself is a libel on truthfulness. 

The man who advertises impossible bargains, and goods at less than cost, 
would find it would improve his advertisement, at least in a novel waj T , to 
print 

LIE, LIE, 

at the top of the column, for that is exactly what everybody believes that 
sort of a sale amounts to. 

The old phrase of " less than cost " has helped to cost many a man his 
reputation and business. No sensible merchant does business on that 
basis, and printed claims that he does so are transparent lies, pure and 
simple : and the public, be it ever so ignorant, scents a printed lie, the 
more so when it is surrounded by a nest of misleading, extravagant state- 
ments. 

Bargains are the chestnuts of trade, and less-than-cost goods parodies 
on nothing. 

Business is done to make money ; everybody knows it ; and it is useless 
to attempt to deny principles of trade. 

A truthful advertisement is worth a value in any market ; a falsifying 
one is a business boomerang, bringing loss at the rebound. 

There is no objection to a moderate amount of talk about low prices, 



256 ADVERTISEMENT WRITING. 

but do not talk too much on that score, for folks will not believe you, even 
if you are telling the truth. 

Good goods at fair prices, attention being directed toward the quality 
of the goods more than to the price, will do more good in any market 
than a long-winded harangue on less than cost, and that sort of non- 
sense. 

Many business men believe in, or at least practice, the advertising 

Mrs. JOHN SMITH 

Respectfully announces an Opening, on 
MONDAY, May 25, of a choice line of 
French Goods, just arrived via steamship 
William. The importation consists of 
many beautiful novelties in French Pat- 
tern Hats, Bonnets, etc., while the assort- 
ment of Flowers is the choicest displayed 
this season, many of them not to be dupli- 
cated. Some exquisite Class-Day Hats 
will also be shown, which surpass all 
former efforts in this line. 

Mrs. JOHN SMITH, 

492 and 494 Blank St. 

Plate No. 3. 

doctrine of doing by their neighbors as they would that their neighbors 
should not do by them. Not satisfied with expostulating on the merits of 
their own stock, they spend half their valuable time in digging out the 
faults in their neighbors' goods, and the evil which exists among their 
competitors. These men advertise selected affirmatives about themselves, 
and selected negatives about others. This sort of advertising never has 
paid for any length of time, and never will pay. The people care about 
the quality and price of the goods presented, and even though they may be 



ADVERTISEMENT WRITING. 257 

somewhat influenced by comparison, they are never gulled by advertising 
black-mail. 

Do not copy neighbors' ideas. Each advertisement should be new and 
fresh, and it is well to preserve an identity in all of them easily recogni- 
zable as peculiar to the advertiser. 

The perfection of advertising is in its oneness. 

A conglomeration of the goods for sale in the store is just as sure not to 
bring business as the printing of the entire inventory of the goods. 

People will look at one thing when they will not look at two, and people 
will see one thing when it stands by itself when they will not look at the 
same thing when it stands with others. This is business sense and applies 
to everything, as well as to advertising. 

Drive one nail at a time, and drive it well — it will clinch itself a great 
deal tighter than if you try to drive two nails with one hammer stroke. 

Plate No. 3 illustrates an opening announcement. There are hundreds 
just like it, a good many better, and some a good deal worse. 

To the people who do not know Mrs. Smith, and the business she is in, who 
are not familiar with her reputation and the quality of goods she sells, this 
advertisement, unless read through carefully, is absolutely worthless. There 
is no reason to believe that those who do not know Mrs. Smith will take the 
pains to wade through the advertisement, consequently the only good the 
advertisement does is to remind those who know Mrs. Smith that she is alive. 

Plate No. 3 is rewritten to illustrate, by Plates Nos. 4 and 5, two styles 
of advertising style, without the filling. 

Both of these styles can be set in any good newspaper office. 

Let the advertiser paste the following in every hat he owns : 

It amounts to little whether the advertisement pleases the advertiser or not. 
It may be a literary production worthy of literary recognition ; it may be a 
combination of words so beautifully put together that the Monday Morning 
Club will discuss the beauty of its sentiment ; it may read like a poem the 
minister is willing to recite in his pulpit ; and yet it may not have in it that 
business-bringing quality ivhich alone can bring business. 

Many an advertisement which contains but a few words, which seems to 
be sawed out with a rusty saw and nailed together with a broken hammer, 
which appears to have nothing in it in the way of art, may contain the 
germ of business-bringing. What the people want, not what the adver- 



258 



ADVERTISEMENT WRITING. 



tiser wants, so long as he keeps within the bounds of respectability. Be- 
cause he likes certain expressions, because his wife admires his beautiful 
style of word-painting, are no reasons that his printed words contain 
business-bringing quality. He better not present them to the public 
unless the public will reciprocate with business. 

The golden rule of advertising is to advertise one thing at a time, and 



* 



THE OPENING 



OF THE 



BONNETS. 



* 



Descriptive matter should follow the frame. 



Plate No. 4. 



only one thing, with, of course, certain legitimate additions which come in as 
directly connected with the particular article ; for instance, shirts and drawers 
may be advertised together, likewise collars and cuffs, molasses and syrup. 
The advertiser seems to be afraid that if he does not advertise all he 
has got, people will not buy all he has. No theory stands upon falser 
bottom, for no writer can describe the goods of any store, unless it deal 



ADVERTISEMENT WRITING. 259 

exclusively in one specialty, without using the space of a dictionary to 
describe them in, and dictionary space is not good advertising. Such 
advertisements, no matter how comprehensive they may be, and no matter 
how good they may seem as pure literature, are at best a collection of 
good things so served to appear like a conglomeration of chaff. 




that the French steamship William has arrived with 50 
cases of exquisite designs in beautiful hats and bonnets. 



pats tfl §mytm 



the lovely-plain, and the classically beautiful faces. You 
are cordially invited to make yourself at home in our cosy 



Jjftouw 0I Jagtam 



Plate No. 5. 

An advertisement of neckties, although it does not mention shirts, will 
help sell shirts. 

The man who advertises shirts, neckties, collars, cuffs, dress goods, hats, 
caps, boots and shoes, and other things, all at the same time, can be posi- 
tively assured of making no impression upon any one, nor can he have the 



260 



ADVERTISEMENT WRITING. 



satisfaction of feeling that he has directly or indirectly pointed out any- 
body's needs, or suggested to any one that he has something which they 
ought to have. 

The advertiser who advertises a particular kind of shoe, or a particular 
kind of shirt, or a particular kind of dress pattern, or anything else in par- 
ticular, can be assured that his advertisement will catch the eyes of all 
people in particular need of those particular things, and the people are 
liable to call at his store, to see that which he has especially advertised. 



M 



v^rwww w^^^ ^ f^^^^n^^v^^w^ ^vw 



Lisfot 



sua 



$15 Suits 



p©r GBNTLene 



John Smith, 44 Smith St. 



Plate No. 6. 

perhaps to buy, and very likely to purchase a great many other things well 
displayed, or which his shrewd salesmen suggest to them. 
If a man have a cold, the line 

" Stop that cough " 

will gain his attention, while the line " Brown's Syrup cures all dis- 



ADVERTISEMENT WRITING. 



261 



eases " will pass by his intelligent attention, even though he may read in 
the advertisement that Brown's Syrup cures a cough. 

The woman who is out of sheeting is more likely to go to the store 
which on that particular day advertises sheeting only, than to the store 
which advertises everything including sheeting. 

There is no objection to a line at the bottom of the advertisement, stat- 



( ^5^^ ^55^ ^f^?* ^f^^ ^53^ -^52^ -^5^^ -^5^^ -^f^^ -^^^ , ^5^^ p -^5^^ ^^^^ ^^^^ -^S^^ -^5^^ -^5^^ -^^^ -^v 



LOOK WELL LIQHT 

FIT WELL STRONQ 

WEAR WELL STYLISH 




F°R GENT£_EA\EN 







JOHN S7V^IX1— r 



sx. 






Plate No. 7. 



ing that everything is for sale, but it is decidedly objectionable to make 
the advertisement general, for general advertising is like scattering shot, 
which kills mighty small game. 

The same newspaper advertisement should seldom run more than twice 
without change ; better change it every time. If something new cannot 
be picked out, rewrite the old. If you cannot think of anything new to 
say, reset the old advertisement in different style. 



262 



ADVERTISEMENT WRITING. 



Plates Nos. 6, 7, and 8, contain exactly the same words, but are set in 
three distinct styles, typographically. 

Fifty words inside of a man are worth five hundred words outside of 
him. Better impress the reader with one word, and impress him well, 



' ! LooK veil 
Lisibt 



Fit veil 
Strong 



Wear veil 
5tylisb 



$ 1 5 SUITS 



FOR 



Ger?tlerr?ei?. 



■ John SniTH, 



i 



44 5rr)itb 5t. \ 



Plate No. 8. 

than to throw at him a wordy flood which he will not read, and if he does, 
will not retain enough of it to remember that he has ever seen it. 

Make every advertisement readable. 

Remember that the advertisement should be written for the eye of the 
reader, not as a means of personal gratification to the advertiser. 

Do not have half the advertisement blow, the balance bluster. 

Have all of the sentences short, and complete. 

Always see a proof of the advertisement. 

Brevity is the soul of advertising, as it is of about everything else. 



Writing Puffs 



" Of news and business rightly mixed 1 




HE constructor of the pioneer newspaper advertisement very 
naturally conceived the idea of producing a reading notice 
to accompany it, and engineered the printing of the earliest 
commercial puff. 

To France is due the origin of the word puff. 

Among the French, years ago, a certain prevalent style of head dress 
was called pouff. In arrangement it consisted of the hair of the head 
raised high over cushions of horse hair, and ornamented with objects 
indicative of the taste of the wearer, or to display historical incidents 
which had occurred in the wearer's family. 

The Duchesse d' Orleans, on her first appearance at Court after the birth 
of a son and heir, adorned her pouff with the representation of the nursery, 
the baby, a cradle, the nurse, and a basket full of playthings, all exqui- 
sitely executed in gold and enamel. 

Madame d' Egmont, the Due de Richelieu's daughter, after her father 
had taken Fort Mahon, wore, in commemoration of the event, on her pouff, 
a little fortress worked in diamonds, with mechanically working sentinels, 
run by clock-w T ork. 

This advertisement of personal victory appears to be the origin of the 
present word puff, which is now applied to that class of reading matter in 
the newspapers. 

The use of the puff is perfectly legitimate, and its universal use the 
best evidence of its importance. 

There is no class of advertising more abused than the apparently harm- 
less reading notice. 

It is generally assumed by the advertiser that he is entitled to reading 
notices, free of charge, if he be a regular advertiser. 



2C.3 



264 WRITING PUFFS. 

Many publishers have offered to him unlimited reading notices, as a 
sort of bait to get his advertising, consequently he has, by this over-gen- 
erosity, become unappreciative of the courtesy. 

The value of an advertising medium can frequently be determined by 
its unwillingness to print promiscuous reading notices. 

Every particle of space in any publication, whether in the advertising 
columns, in the news columns, or in the literary columns, is merchandise, 
as much so as hats, overcoats, or pianos. 

The publisher has no more right to consider his space anything but mer- 
chandise than has the merchant a right to claim that his stock in trade is 
for free distribution. 

When the stock in trade is worth nothing the merchant is willing to 
give it away. 

When the advertising space is worth nothing the publisher is as willing 
to give it away. 

Good advertising space, like good merchandise, is worth a price in any 
market, and will bring that price if handled in a businesslike way. 

The liberal advertiser is entitled to courtesy if he shows courtesy in 
return. He must remember that reciprocity is the life of business ; that 
he cannot receive unless he gives ; that the publisher is of as much value 
to him as he can be to the publisher. 

The value of a reading notice is reckoned almost wholly in its value as 
a news item, or an item of interesting reading. 

If the reading notice is nothing more or less than an advertisement it 
is unworthy of a position among the news, and if it is found there, it 
indicates, generally, that the reading matter space of the paper is worth 
comparatively little. 

The plan used by several newspapers, of printing the puffs all in one 
column, interspersing them with alleged news items, or miscellany, gives 
to such advertising puffs comparatively little value, certainly no more 
value than an out and out advertisement. Such special notice departments 
are recognized as paid matter, and the major part of the notices are of a 
class frequently below the line of respectability. 

The fundamental principles of direct advertising apply conversively to 
puffing. 

Puffing, to be worth much of anything, should be indirect. The line, 



WRITING PUFFS. 265 

" The best goods are at Brown's," 

are hardly worth the paper they cover in the newspaper. 

If the business of the puff is transparent, then the contents spill upon 
rocky ground. 

The puff should be news of some sort, with as much cat-in-the-meal 
about it, as it will absorb without showing it upon the surface. 

For instance, a dry goods store is advertising attractions in cottons. If 
the item in the local columns of the newspaper says that 

" Brown's cottons are unequalled, and everybody should buy them;" 

practically no benefit is derived. But if the item read that 

" Truckman Smith's largest wagon was obliged to make four 
trips from the depot to convey the first shipment of Brown's 
cottons;" 
or that : 

"One of the largest wagons in town passed up Main Street 
four times yesterday, loaded with cotton cloth, each package 
being marked Brown & Co.," 

the people read the item as news ; and nine-tenths of them believe it 
to be news, uninfluenced by the advertiser. 

Of course a puff is instantly recognized by the experienced advertiser, 
but the experienced advertiser is in the vast minority. 

It is only necessary to so regulate the substance of the puff that none 
save the experienced will readily discover the intentional import of it. 

If the puff should be recognized as a puff, provided it did not contain 
mis-statement, no injury is done, save that a large proportion of its value 
to the advertiser is lost. 

There is not a great deal of benefit to be derived from the disappointment, 
or surprise, sort of a puff ; that is, the article which opens upon some 
readable subject, interests the reader at the start, continues the interest, 
and climaxes it with a bald-headed reference to the article advertised. 
Such a puff disgusts the reader, and is very liable to counteract the in- 
tention of its writer. 

Dealers in almost everything, can, by a little ingenuity and time, invent 
and prepare reading notices containing matter of sufficient interest to 



266 WRITING PUFFS. 

give excuse for their appearance in the reading columns of the news- 
paper. 

Any editor would rather print a dozen fairly interesting reading notices 
than to print one regular out-and-out puff. 

One interesting reading notice is worth a dozen puffy puffs to any ad- 
vertiser. 

So construct the puff that the puffy part of it naturally becomes a part 
of its substance without apparent intention. For instance the following 
is at worst semi-local news : 

" For over a month customers at Brown Brothers' dry goods 
store have noticed the huge pile of Himalayan shawls which 
rise from the shawl counter. Yesterday Mr. John Brown 
offered a half holiday to the clerk who guessed the nearest to 
the total retail price of the shawls contained in the pile. The 
guesses ran from $500 to $1,500, and Mr. William Williams won 
by a guess of $800, which was within $7.50 of the correct 
answer, the pile containing 201 shawls, with an average price of 
about four dollars, the cheapest shawl being marked $1.75, and 
the most expensive $12." 

People will read the above item, and the local paper is glad to print it, 
yet it contains a most pronounced puff, calling especial attention to the 
stock of shawls at Brown Brothers' store ; speaks particularly of the big 
pile, which will attract people ; tells the average price of the shawls ; the 
lowest price of the shawls ; and the highest price ; in fact, it gives about 
all the information desired, without appearing to give it at all. 

No store can exist which is not equal to creating newsy puffs. The 
motion of business is constantly turning out newsy items, which simply 
need collecting and adapting, to answer the triple purpose of being accept- 
able to the newspaper, reader, and advertiser. 

One two-line squib in the news columns is worth a dozen in the regular 
column of puffs. 

Keep out of the company of puffs. 

Have all the puffs so newsy that they are worthy a place with the 
news. 

Have nothing appear in the reading columns of the paper which can 
disgust the sensible reader. There are some people in every community 
who will be disgusted at anything. It is useless to attempt to avoid their 



WRITING PUFFb. 267 

criticisms, but it is essential to avoid the criticisms of the average 
reader. 

The puff in no way takes the place of the legitimate advertisement ; it 
is simply supplementary to it, and without the regular advertisement, 
would be worth but little, if anything. 

The character and standing of a firm can be very much increased by 
judiciously arranged puffs, and it can be very much injured by indiscrimi- 
nate puffy puffs. 

The extensive advertiser can obtain a reasonable number of newsy 
puffs in the paper in Avhich he advertises, and a little care and attention 
by himself and employees will make it a very easy matter to construct as 
many of these newsy puffs as any local paper will feel justified in printing, 
and as many as it would be advantageous for the advertiser to use. 

Testimonials are a form of puff, and, when occasionally used, very 
effective ones. 

Testimonials must be short, and come to the point in a pointed way. 
If the writer of a testimonial does not construct it so that it is readable, 
in most cases it is better not to print it. Generally, the writer will not 
object to a reasonable amount of editing, that is, putting the testimonial 
into presentable shape. 

Testimonials can be used in the direct advertisement, or can be printed 
in the news columns. 

If the advertiser be able to write his own puffs, it is better for him to 
do so. If he cannot write them, it is generally easy to find some 
employee who has the ability of constructing news items. In case such an 
employee cannot be found, the editor will dash them off by the yard, but 
the advertiser should see to it that no puff whatever appears, unless he 
has seen the manuscript, or a proof of it. Many an editor, as a return 
courtesy, has written puffs which have been of direct injury, when the 
opposite was intended. 

It is suggested that the advertiser request his employees to be on the 
lookout for items of business interest, conversations with customers, statis- 
tical articles, or anything else which would be of interest to the public. 

Women clerks are particularly proficient in this line, yet any bright 
young man, with his wits about him, can produce two or three of these 
items a week, worthy of being printed. 



268 WRITING PUFFS. 

The employer can not be too much impressed with the tremendous advan- 
tage to be gained by interesting his employees in his advertising. 

Many an employee can write better advertisements than can the mer- 
chant himself. 

Employees, as a general thing, see more of the average common people 
than can the merchant. They are more in touch with the people. They 
feel the pulse of the popular heart. They know more what the people will 
buy than the merchant knows himself, and their advice, suggestions, and 
help in the advertising department should be encouraged. 

There is little value in a straight, out-and-out puff. For instance, a 
reading notice like the following is worth something, but not as much as 
it might be worth, and it cannot be made to appear in a first-class local 
paper because no such paper will say that one man's goods are the " best" : 

John Smith & Co. are selling the best one dollar straw hat in 
the market. Now is the time to buy a hat. Buy one before 
the rush comes. 

The above notice is thoroughly objectionable. It illustrates a general 
style of common puff-writing. To make over an item like this into a 
readable, interesting squib is a very difficult thing to do. 

An attempt is made to convey the same idea in a more catchy way : 

A dollar hat is good enough for 'most Daltonites — particu- 
larly a Smith dollar hat. Mr. John Smith, of John Smith & 
Co., says there is a dollar and seventy-five cents worth of wear, 
and a dollar's worth of style in his dollar hat. 

At a sacrifice of brevity the following may not be ineffective : 

THE QUALITIES OF A STRAW HAT. 

Some folks will wear a felt hat all the year round, a felt hat 
having no perforations in it, one of that kind of hat which ab- 
sorb the sun's heat, make dark lines on the forehead, helps the 
hair off, produces premature baldheadedness, and constitutional 
headache. The earlier a straw hat is put on, the better. Most 
folks wait too long. Good sense says, " Wear a straw hat as 
long as you can, a felt hat as little as you can." Don't wear 
one of those stiff, heavy straw hats; they're almost as bad as a 
stiff felt hat. Be sure to buy a straw hat which conforms to 
the head; which is easy; in which the air can circulate; with 



WRITING PUFFS. 269 

the brim wide, to keep the sun's rays from striking the eyes. 
This is the kind of hat that John Smith & Co. make a specialty 
of; a truly hygienic hat; a hat to wear all the season long, and 
be good for the next season, and perhaps the season after; 
looks well on the head; fits well and feels well. 

There is good advice in an article of this kind ; every word of it is 
true ; it appeals to the common sense of a man ; it is liable to make him 
wear a straw hat sooner than he would otherwise ; and what is more, it 
may convince him that John Smith & Co. sell the kind of hat he wants. 

Items containing prominent names are always read with interest, but 
the advertiser must be careful not to mention names of parties who 
would object to the notoriety. 

No advertiser can afford not to be on good terms with the local editors. 
Even in the large cities it is possible to be on the most intimate terms 
with business managers of the leading papers. 

If advertising is worth anything, and every man knows it is, the 
medium which makes that advertising valuable is worthy of every con- 
sideration. 

Advertising notices which are purely and simply puffs have no more 
value than a straight, square announcement in the advertising columns. 
No matter how true the puff-statement may be, it is backed by nothing 
except the man who makes the statement. 

A reading notice which contains news, and indirectly, or even directly, 
speaks of goods for sale, is the kind of reading notice which always has 
done good, and always will do good, for it carries with it the weight of 
the goods, and the weight of the paper printing it. 

Every local newspaper will print news, and if a man is a regular adver- 
tiser, it will let him smuggle into that news a certain amount of advertis- 
ing, but the news must be the one great point in the reading notice, for the 
stronger the news is, the stronger will be the advertising value in the puff 
of news. 

The advertiser should make every effort to force news into the papers. 
He should issue letters to his clerks, requesting them to write out little 
items of business news every day, to be forwarded to some department, 
and he should make it an object to his clerks to write these items of 
news. 



270 WRITING PUFFS. 

The merchant would be surprised to find out how much advertising intel- 
ligence and brightness there is among his clerks. 

Many an office boy can suggest things which the merchant has not time 
to think of. 

The average store of size can produce two or three newsy business items 
a day, after the clerks are stimulated to give attention to this department. 

Every clerk should be interested in the advertising ; it is of the utmost 
importance, he should know what the firm says in its advertisements that 
he may be the better able to talk about the goods. 

General names of purchasers cannot be mentioned, as the better class of 
purchasers do not care for that kind of notoriety, but general remarks can 
be made which are of a newsy character. 

The following samples of puffs are presented as aids in writing newsy local, 
or otherwise, interesting items, which will be acceptable to the average 
newspaper reader, are not too far removed from the news, or semi-literary, 
limit, to be consistently used by the newspaper, and which contain suffi- 
cient of the meat of advertising to be of benefit to the advertiser. 

The samples are set in leaded Brevier type, to the measure of thirteen 
Picas, and consequently occupy more space than would the same matter 
when printed in the reading columns of the large city daily, which 
uses solid Nonpareil type for its reading matter ; and about one quarter 
more space than they would in the Minion type of the few high-grade 
weeklies which use it ; and about the same space as when placed among 
the locals in the average country paper, where Brevier type is generally 
used. 

, The substance of any one sample puff can generally be easily adapted 
to fit a line of business entirely foreign from the one mentioned in the 
sample. 

The sample puffs have headings ; headings are advisable but not essential. 
Some newspapers use headings for news matter extensively ; some make 
up a majority of the reading columns in paragraphs, with few head 
lines. 

The puff should be set to conform to the typographical "make-up" of 
the news arrangement of the paper. 

These sample puffs are intentionally of conventional character. Over- 
originality, or unusual brightness, in puff writing, is liable to defeat its 



WRITING PUFFS. 



271 



intention. If the style of the puff is removed from the ordinary hum- 
drum style of news composition, the business tone-inwardness of the 
puff may be apparent. 



The Circus Tent. 

Barnum's circus tent is the biggest tent 
in the world. If all the handkerchiefs in 
the handkerchief department of Smith & 
Co.'s store were sewed together so as to 
make one piece, there would be enough to 
cover two circus tents as big as Barnum's. 



Underwear Changes. 

Eminent physicians have decided that 
nothing worn during the day should be 
worn at night; that if one is liable to take 
cold, he or she had better wear, besides 
the usual nightgown, an under-flannel, 
but such under-flannel should never be 
worn during the day if it is worn during 
the night. The underclothes taken off 
should never be thrown into a chair, but 
should be placed, each by itself, and if 
possible where they can be thoroughly 
ventilated during the night. Smith & 
Co., appreciating the hygienic value of 
constant change in underwear, have 
introduced a very prettily-trimmed under- 
shirt for ladies and gentlemen, to be worn 
with the nightgown, where it seems ad- 
visable to wear two garments during the 
night. These undershirts are made in 
several thicknesses and trimmed in many 
styles. 

About Buttons. 

Something like a million million of pins 
are made in the United States every year. 
Somebody says there are almost as many 
buttons as pins, but that somebody is 
wrong. Probably 250 million buttons 
would be about right. A visit to the 
button department of Smith & Co.'s store 
discovered that they carried in regular 



stock over 125,000 buttons, representing 
300 varieties, the largest stock of buttons, 
probably, ever shown in Dalton. k ' Speak- 
ing of buttons," said Mr. Smith, " there 
is just as much style in buttons as in dress 
goods, hats and shoes. We have now in 
stock over 25,000 buttons, costing us on 
an average of ten cents a dozen, which we 
will gladly sell for four cents a dozen — 
good buttons, handsome buttons, but not 
exactly in style. Scores of women are 
coming in and buying these buttons, 
to keep them until the fashion changes, 
when they will have them ready for use, 
at merely nominal cost." 



54 Cents for a Shirt. 

Mr. Norton, of the firm of John Smith 
& Co., in a conversation with a Herald 
reporter this morning said that the average 
man of Dalton paid 54 cents for his shirt. 
This figure he ascertained from records 
kept during the last two years in the shirt 
department, the prices ranging from 35 
cents up to $2.50, very few of the latter 
being sold, and comparatively few of the 
former, the 50 cent shirt being in general 
demand, although the average is slightly 
higher. " Since putting in our 50 cent 
shirt counter," said Mr. Norton, "we 
have sold on an average of seventy-five 
50 cent shirts a day, many of our customers 
purchasing as many as six or eight at a 
time. One man yesterday purchased two 
dozen, on the advice of his wife, who sug- 
gested that he had better stock up on 
shirts when first-class shirts were cheap." 



A Good Dresser. 

Hon. William Smith, the handsome 



272 



WRITING PUFFS. 



senator from the South District is season- 
able in everything. He looked particularly 
spruce this morning, while on his way to 
the station, in his new straw hat, light 
blue necktie, a new pair of russet shoes, 
and a pair of kid gloves to match. Mr. 
Brown, of Brown Bros., who passed him, 
remarked : " Our senator is the first man 
to realize the opening of the season. 
When we have anything particularly 
seasonable, he is our earliest customer. 
Our senator sets the styles for Dalton 
gentlemen now-a-days." 



Uniformed Ball. 



The Crescent Base Ball Team will soon 
receive their new uniform and it will be a 
credit to them. They play good ball and 
ought to dress well. They have made a 
contract with Smith Bros, to furnish their 
regulation hats. These hats are a special 
design of Smith Bros.', extremely attrac- 
tive and comfortable. 



The Class Color. 



The high school boys have adopted blue 
for the class color. Arrangements have 
been made with John Jones & Co. to 
make sixty-five regulation neckties for 
the class. These neckties are of the usual 
size, and made of the best silk. By vote 
of the class it is allowable for past gradu- 
ates to wear the regulation tie, and many 
of our young men, who have been fortunate 
to graduate from our school, are showing 
their respect for the old school by wearing 
the class necktie. 



Is it Memory ? 

A dentist formerly lived in Dalton who 
said he could tell a tooth he had filled forty 
years ago, even if he had forgotten all 
about the person. He didn't know exactly 
how he told, but intuition seemed to give 



him the information. John Smith, the 
well known hatter, seems to possess a 
similar kind of intuition. While driving 
with a friend along Broadway yesterday, 
he said he would make affidavit that he 
passed seventy-two gentlemen wearing- 
straw hats purchased at his store. 



In Suspense. 



If there's any one thing that makes a 
man feel like saying some awfully big, 
bad words, it is to have his suspender 
break, or the buckle snap. There's a 
great responsibility on a suspender. The 
average man wears the same suspender so 
long that, unless it is a mighty good sus- 
pender, it falls to pieces all at once. 
There's only one safeguard, and that is, to 
have a suspender that will wear as long as 
there's anything left of it. John Smith 
has just put in a large stock of "Iron 
Clad " suspenders, which will wear almost 
forever, and they don't cost any more 
than the cheap suspender. 



Hoe For Everybody. 

A reporter of the Herald, while waiting 
at the agricultural warehouse of Brown 
Brothers, noticed the large number of 
hoes, shovels, and rakes there for sale. 
Curiosity prompted him to approximate 
their total number, which resulted in about 
450 hoes, 725 rakes, and 650 shovels, 
making a grand total of over one imple- 
ment for every house within ten miles of 
the Herald office. 



Senator florgan's New Residence. 

Senator Morgan is having plans drawn 
by Architect Smith for a thirty thousand 
dollar stone residence to be erected on his 
land, on West Street. (Here follow with 
description of the house to be erected. 
It is sometimes best to give the exterior 



WKITINa PUFFS. 



273 



description first, and then in a week or 
two publish a description of the interior.) 



Hon. 



The Norwegian Girl. 

John L. Black has purchased 



William Smith's painting of the Norwegian 
Girl. It is understood that the price paid 
was twenty-two hundred dollars. 



Auction Sale. 



The premises, No. 42 West Street, were 
sold at auction, yesterday, by Messrs. 
William Williams & Co., to Mr. William 
Black, of Dalton, for twenty-eight hundred 
and fifty dollars. 



" The Willows " At Auction. 

The old homestead, for over fifty years 
known as " The Willows," will be sold at 
auction next Saturday morning. The 
mansion contains fifteen rooms, including 
double parlors, a library, eight chambers, 
and one of the largest of dining halls. 
The house was put in thorough repair two 
years ago, at which time all the modern 
improvements were added. The grounds 
contain nearly five acres, two of which, 
in front of the house, are of well cultivated 
lawn grass. The orchard has in it thirty 
bearing apple and pear trees, and there is 
over an acre plowed for kitchen gardening. 
Messrs. Smith & Smith, the auctioneers, 
will give full particulars about the place, 
which is one of the most remarkable 
opportunities for investment offered for 
many years. 

A Gingerbread Man. 

Mr. William Williams, for five years 
superintendent of the Whitetown bakery, 
has leased Mr. John Parker's West Street 
cottage, and will move, with his family, to 
town, next week. Mr. Williams will have 
charge of the gingerbread department of 



Black & White's South Street bakery. It 
will be recalled that Mr. Williams was 
awarded the silver medal for the best 
gingerbread exhibited at the recent Inland 
County Fair. 



A Big Check. 

The largest check which has ever been 
drawn by an Inland County capitalist, was 
recently received by the Browntown bank. 
It was for $137,000, and was unexpected, 
but was honored on presentation, the bank 
giving, as requested, a draft on New York 
for the amount. 



3208 Depositors. 

Treasurer Brown, of the Browntown 
Institute for Savings, states that 3,208 per- 
sons hold deposits in his bank. The aver- 
age deposit amounts to about $275; the 
largest being $1,000, the maximum limit; 
and the smallest one dollar. These figures 
speak well for the frugality of the Brown- 
town people, and their neighbors. 

A Shaved Sleeper. 

Mr. , well, perhaps it's just as well 

not to give names, went sound asleep, yes- 
terday, while being shaved at Brown's 
tonsorial parlors. It must have been an 
easy shave. 

He Pays no Fare. 

William Smith, of Clark & Co.'s. shoe 
store, rides between his home and office 
on his Crumb bicycle, three times a day. 



A Bicycle Tour. 

Messrs. John Smith, John Jones, and 
John Black have just returned from an 
extended bicycle tour through Ohio. They 
were gone four weeks, and the actual dis- 
tance ridden by each of the party exceeded 
eight hundred miles. They report a most 



274 



WRITING PUFFS. 



magnificent time, and are already making- 
arrangements for another tour in Septem- 
ber. The three gentlemen rode Crumb light 
roadsters, which they purchased last season 
of William Shakespeare, the local agent for 
Browntown. 



Happy John Jones. 

John Jones, the local bicycle agent, was 
the happiest man at the bicycle races on 
the Agricultural Fair Grounds track yes- 
terday, for the winning men in each of the 
six bicycle contests rode Crumbs. 



Association Rifles. 

The Browntown Rifle Association has 
voted to use the All-Right guns exclusively 
in the future. 



To the Black Hills. 

Colonel Smith and Major Jones, with 
their Walker rifles, started yesterday for a 
hunting tour of the Black Hills. 



Regulation Balls. 

At the last meeting of the Browntown 
base ball club, it was voted to play only 
with the Smith & Smith regulation ball. 



A No. 26 Boot. 



The biggest boot ever seen in Brown- 
ville is on exhibition at Brown's shoe 
store. It is a No. 26, weighs fifteen 
pounds, and is a perfectly formed and 
serviceable boot, being made precisely like 
the five-dollar, hand sewed boots, which 
are grouped around their big brother in 
Mr. Brown's show window. 



The Weaving of Carpets. 

Few people have any idea of the intri- 
cate machinery necessary to the weaving 



of carpets, and the marvellous artistic 
designing ability required of the men who 
draw the original patterns. [Here follow 
with a brief description of how carpets 
are made, and giving any other interesting 
information.] Brown Brothers, of West 
Street, have one hundred different designs, 
which well exhibit the progress of the 
carpet industry. 



Handsome Rugs. 

Everybody knows how cheerful it makes 
a room look to have one or more handsome 
rugs on the floor, whether the floor be 
covered with carpets, or mattings, or is 
painted. A pretty rug need not neces- 
sarily be expensive. Brown Brothers have 
fifty or more designs in rugs, at prices 
ranging from one dollar up to twenty 
dollars or more. 



Cool Sleeping Rooms. 

Many of the best families are realizing 
how delightfully cool and clean a chamber 
or other room looks, covered with straw 
matting, and the housekeeper well knows 
how easy it is to sweep this kind of floor 
covering. Brown Brothers, of West Street, 
are exhibiting a dozen patterns, many of 
them so low in price that a floor can be 
carpeted with them at a cost hardly ex- 
ceeding the cost of painting the floor. 



New Carpets. 

Hotel Yendome is being recarpeted from 
office to garret. To cover the floors will 
require upwards of ten thousand yards of 
the different grades of carpets. The con- 
tract was awarded to Brown Brothers 
against six competitors. 



He Will Ride. 

Cashier Perkins, of the Clarendon Na- 
tional Bank, has purchased an elegant 



WRITING PUFFS. 



275 



new buggy. It was especially made for 
him by Messrs. White & Black. 



A Tough Buggy. 

Rev. William Williams, D. D., while 
driving between Methodist Centre and 
Congtown, yesterday, was run into by a 
heavy coal team. Although the blow was 
a hard one, the reverend gentleman's car- 
riage sustained no serious injury. Dr. 
Williams purchased the carriage six years 
ago, of Brown Brothers, and the present 
accident caused the first repairs necessary. 



Three Hundred Overcoats. 

The famous woollen mills of Ware em- 
ploy four hundred hands, and fully half of 
that number have spent their entire time, 
during the past three months, in the manu- 
facture of the celebrated all wool Conti- 
nental goods. Brown Brothers, the West 
Street clothiers, expect to sell, this spring, 
three hundred overcoats made of this 
durable cloth. 



Ready=Made Outsides. 

It is estimated that fully seventy-five 
per cent, of the male inhabitants of Brown- 
town wear ready-made garments. The 
present quality of the goods in this class 
of clothing, and the fact that any one of 
fair proportions can obtain an excellent 
fit, generally indistinguishable from the 
best custom-made, have done much toward 
making the clothing trade one of the most 
extensive in the country. In the large 
wholesale manufactories, expert cutters 
command as high salaries as five thousand 
dollars a year, and there are a few instances 
where they receive nearly a thousand dol- 
lars a month. The trade in town, and 
about, has been so heavy, that Brown 
Brothers have just added one thousand 
feet of floorage to their salesrooms, and 
employed three new clerks. 



Car = loads of Coal. 

Five car-loads, of coal each containing fif- 
teen tons, arrived in Browntown, Wednes- 
day, billed to Brown Brothers. 



Will Keep Warm. 

The contract for supplying the Brown- 
ville Hotel with coal for the winter has 
been awarded to Messrs. Brown Brothers. 
The gentlemen will put in one thousand 
tons of the well known Forest City coal. 



Sweet Insides. 



Confectioner Brown has used over three 
hogsheads of molasses, during the last 
month, in the manufacture of his famous 
Mother Carey's old fashioned molasses 
candy. 



A Crystal Pyramid. 

The glass pyramid in Brown Brothers' 
show window is constructed of five hun- 
dred pieces, with over a hundred different 
varieties of glass ware. The retail prices 
of the articles which were required to 
build this remarkable monument, figure 
up to two hundred dollars, yet there are 
in it fifty or more pieces which sell for 
from five to ten cents apiece. 



" Light, Light, Light." 

The Baptist Church was brilliantly 
lighted last evening. The new lamps 
turn night into day. The chandelier and 
side lights are constructed after the pattern 
of the Blazing Star lamp, which so 
brilliantly lights the entrance to Brown's 
crockery and lamp store. 



Two Car Loads to Smash. 

Mr. John Brown, of the firm of Brown 
& White, is visiting friends in Glasstown, 



276 



WRITING PUFFS. 



Ohio, in which place is located the famous 
Cotta crockery works. Mr. Brown will 
combine business with pleasure, and has 
already completed arrangements for two 
car-loads of crockery ware, to arrive in 
town shortly after his return. The con- 
tents of the two cars will cover three 
hundred shelves and tables. 



False and Natural. 

Science has removed half of the objec- 
tion to the wearing of false teeth. An 
expert dentist readily adapts the set 
to the facial appearance of the patient, 
and if the work be well done, it is often 
difficult to distinguish the false from the 
real. The other day, at a reunion of a 
ladies' society, for the fun of it, a false- 
teeth vote was taken, and it was found 
that over half of the ladies present wore 
one or more false teeth. Probably Dr. 
George Brown, the dentist, could give a 
great deal of interesting matter in regard 
to the teeth worn by the elderly ladies of 
Browntown, among whom he has practiced 
for the last twenty years, but the doctor 
never tells tales out of mouth. 



Senator Brown Better. 

Senator Brown, of Browntown, is suffi- 
ciently convalescent to be able to enjoy 
short drives. The senator has, until 
recently, been confined to his room for 
over six months, and has suffered four 
very painful and delicate surgical opera- 
tions. Dr. White has attended him 
throughout his sickness, and performed 
all of the operations, three of which were 
so delicate as to require the utmost skill, 
and so dangerous to the life of the patient, 
that the slightest mistake would have 
resulted fatally. 



Brown, on West Street, where are exhib- 
ited three remarkable gowns. They are 
draped upon wax forms. The first one 
is very pretty and neat, and though no 
one would at first believe it, its construc- 
tion required only five yards of material. 
The next gown was made up with the 
idea of giving the most artistic arrange- 
ment to the drapery, with the use of six 
yards of cloth, the usual amount used in 
making a dress for the average lady. The 
third dress is made of elegant imported 
silk, trimmed in the most expensive 
manner. The amount of silk used in 
the construction of this dress was forty 
yards, and the cost of it, including the 
material and work, exceeded $900. This 
last dress is not a sample, but was made 
up to the order of Mrs. Senator Black, who 
will wear it at the mid-winter reception to 
Governor Jones. 



406 Drug Swallowers. 

It has been a very healthy season, yet 
Mr. George Brown, the druggist, has put 
up 406 prescriptions during the last 
month. 

Coughing Children. 

An eminent physician has said that an 
appalling number of little children have 
been prematurely injured or killed by so- 
called patent medicines for children. Mr. 
William Williams is a graduate of the 
Chapin Pharmaceutical College, and gives 
his personal attention to the compounding 
of his Harmless cough syrup, which does 
not contain a trace of opiates. This syrup 
may not quiet the coughing child as 
quickly as do some of the questionable 
compounds on the market but it is as 
harmless as syrup or molasses. 



Three Dresses. 

Hundreds of the ladies of Browntown 
are visiting the parlors of Mrs. William 



More Stockings than Dogs. 

If every man, woman, and child in 
Brownville should purchase a pair of 



WRITING PUFFS. 



277 



stockings at Brown Brothers' store, this 
enterprising firm would have enough 
stockings left to cover the pedal extremi- 
ties of all the licensed dogs in town. 



Five niles of Handkerchiefs 

are a good many, yet one of our local 
mathematicians has figured that the new 
lot of handkerchiefs recently arrived at 
Brown & Co.'s store, will, if laid side by 
side, reach from here to Nextville, five 
miles away. 



Half Mile of Cotton. 

One thousand yards of the different 
grades of cotton cloth arrived yesterday at 
Brown Brothers' store. A local mathema- 
tician has figured that this cloth will cover 
the sleepers of the railroad track between 
the depot and Brown Avenue, a distance 
of nearly half a mile. 



A flillion Feet. 



Over a million feet of spool cotton is 
waiting to be sold on the thread counter of 
Brown Brothers' store. 



Immaculate Table Linen. 

There is nothing more appetizing than a 
well arranged table, and the quality and 
whiteness of the table linen is the first 
consideration. Brown Brothers have just 
placed upon their counters an immense 
stock of table-cloths and napkins. A fine 
damask table-cloth, with a dozen napkins 
to match, are offered for eight dollars; and 
if the lady desire, she can get the whole 
value of her money by paying as high as 
twenty-five dollars. The firm are showing 
a dozen varieties of tea and after-dinner 
cloths, at prices ranging from two dollars 
to twelve dollars, with napkins to match, 
from sixty cents to three dollars a dozen. 



Ten Thousand Yards. 

By actual measurement, there are ten 
thousand yards of the different qualities 
of ladies' cloth at Brown Brothers' store 
— a sufficient amount to cut over a thou- 
sand dress patterns. 



Change Your Underwear. 

Eminent physicians believe in the fre- 
quent change of underwear, and, fortu- 
nately, underwear is very inexpensive; for 
instance, enough underwear for all neces- 
sary change can be purchased at Brown 
Brothers, for a ten-dollar bill, and the 
quality good enough to wear two years. 



For All Ladies. 



One of the prettiest, and certainly one 
of the most necessary, commodities for 
the lady's toilet table is a plush lined toilet 
and manicure set. Brown Brothers are 
offering, this week, a set arranged in a 
handsome plush case, containing hair- 
brush, comb, nail-polisher, scissors, and 
the other articles which properly go with 
the set, all for two dollars. The box and 
articles, although not expensively made, 
are as durable and as serviceable as those 
which cost ten or fifteen dollars. 



A Big Catch of Trout. 

Brown Brothers, of South Street, have 
on ice ten dozen of the finest trout ever 
seen in Brownville. The fish were caught 
in Placid Brook, in the Androscoggin 
woods. The gamey fish average a pound 
in weight, and there are three shining 
fellows which tip the scales at two pounds 
and six ounces each. 



611 Five Centers. 

It is remarkable how the people do 
crowd the five and ten cent stores, and yet 



278 



WKITING PUFFS. 



not so remarkable when is considered the 
innumerable amount of useful and fancy 
things which can be purchased at these 
prices. By actual count, yesterday, 611 
people made purchases at Brown's five cent 
store. 



A Floral Engine. 

The floral locomotive, which occupied 
the honorary place of the centre of the 
table at the recent banquet of railway con- 
ductors, was one of the most remarkable 
designs ever constructed. It was made up 
entirely of pinks, requiring in its construc- 
tion over five thousand flowers. The soci- 
ety has tendered a vote of thanks to Mr. 
George Brown, the West Street florist, for 
the magnificent gift. 



The Handsomest Woman. 

Mrs. Brown, wife of Senator George 
Brown, is considered the handsomest 
woman in Washington society. At the 
recent Presidential reception she wore a 
magnificent Paris made gown of heavy 
cream colored silk, trimmed with point 
lace, and in her corsage was a large bunch 
of Jacqueminot roses, which flowers appear 
to be the fashion with the society ladies 
of Washington. Brown Brothers, the 
West Street florists, have in their green- 
house, over two thousand buds of these 
exquisite flowers, ready to burst open. 



Lots of Flour. 

A car-load of flour, and a thousand 
bushels of grain, have just been received 
at Brown Brothers' feed store, on West 
Street. 



Whole Wheat. 



Five hundred barrels of Crescent City 
flour arrived in town yesterday. Every 
barrel was billed to Brown Brothers. 



This flour contains the whole wheat, and 
in nutriment is far superior to the regular 
grades of bolted flour. Dr. William 
White, the eminent New York physician, 
in a paper before the State Medical Society, 
highly recommended the use of whole 
wheat flours, especially to the professional 
workers, whose brains and nervous energies 
are recuperated by the phosphates they 
contain. 



Oranges Are Here. 

Fifty boxes of oranges are piled up in 
the rear of Brown Brothers' West Street 
fruit store. The fruit is in prime condi- 
tion. 



Delicious Grapes. 

Grapes have never been cheaper or 
more delicious than they are this season. 
Brown Brothers have j ust received a hun- 
dred boxes of Concord and Delaware grapes. 
Yesterday the same firm received twenty- 
five boxes of Malaga grapes, and a dozen 
large boxes from California, containing 
the finest grapes from the southern Cali- 
fornian vineyards. 

Fifteen Collars. 

This season there will be about fifteen 
different styles of gentlemen's collars, and 
Brown Brothers have just received three 
hundred dozen, representing an assortment 
of all the styles. 



" By Their Feet We Know Them." 

A man may be known by the stockings 
he wears, and when one sees a fine appear- 
ing, durable stocking, there is reason to 
believe that it came from the enterprising 
store of Brown Brothers. 



The Ties of Color. 

Mixed colored lawn ties are much in 
fashion. Brown Brothers have in stock 



WRITING PUFFS. 



279 



over a thousand of this class of neck wear, 
representing over thirty designs. 



The Whist Epidemic. 

Browntown society people possess al- 
most a monomania for progressive whist. 
Tuesday evening there were no less than 
hfteen progressive whist parties in town. 
The combination checker, chess, and card 
tables, which Brown Brothers offer as a 
specialty in furniture, are so inexpensive 
that no one who enjoys games can afford 
to be without one. 



Young Man, Get Married. 

Why should any young man hesitate 
about getting married when four hundred 
dollars in cash will purchase all that is 
necessary to furnish six rooms, and the 
furnishings be of first class, though inex- 
pensive, material ? The black walnut 
chamber set which Brown Brothers recom- 
mend for persons of moderate means, who 
contemplate housekeeping, is one of the 
handsomest of durable sets of furniture. 
The dining room tables are square cor- 
nered, well polished, and well made, and 
the chairs strong and comfortable. The 
parlor furniture is handsome, rich looking, 
and will wear in any house ten years, and 
the balance of the four hundred dollar out- 
fit is proportionately as pretty and durable. 



A Dozen Engaged. 

While in Brown Brothers' furniture 
store, yesterday, a representative of the 
Herald counted no less than a dozen evi- 
dently engaged couples, and immediately 
returned to the Herald office, and under 
"markets" wrote "Matrimonial stock is 
quoted at 150." 



Forty-nine Happy. 

Some one who knows says that there are 
forty-nine Browntown ladies who own 



seal-skin cloaks, and that there are 4,308 
Browntown ladies who do not own them, 
but want to. Brown Brothers, the fur- 
riers, are selling serviceable seal-skins as 
low as two hundred dollars. 



Hand Warmers. 

If this cold weather continues, even the 
men will have to wear muffs. Evidently 
Brown Brothers, the furriers, think that 
this is what the men are coming to, by the 
way they are carrying such an immense 
stock of these absolutely necessary com- 
modities of the lady's out-of-door ward- 
robe. 

Too Much Steam. 

The steam pipes in Colonel Wellington's 
house burst at 12 o'clock last night, and 
the lower part of the house was completely 
filled with steam. The colonel immedi- 
ately stepped to the telephone, called up 
the house of Mr. George Brown, the West 
Street steam fitter, and in less than fifty 
minutes the damage was repaired, and the 
quietness of night settled over the Wel- 
lington homestead. 



Twelve vs : Twenty=four. 

Said the Ancient Mariner : " When I 
married my wife she had twelve buttons on 
her waist, and one button on her glove. 
Now she has one button on her waist, and 
twelve buttons on her glove." But Brown 
Brothers, the West Street dealers in gloves, 
go a dozen better, for in their window hang 
several pairs of twenty-four button gloves, 
so long that the little schoolboy was not 
far out of the way when he asked, 
" Mamma, why can't you sew a seat in 
those gloves, and let me wear them for 
snow pants ? ' ' 



A Half Million Cans. 

The New Jersey Tomato Canning Com- 
pany packed half a million cans of toma- 



280 



WRITING PUFFS. 



toes last season, and of that number 
Brown Brothers, the West Street grocers, 
have one thousand. These tomatoes have, 
for several years, enjoyed the reputation 
of possessing the flavor equal to the fruit 
fresh from the vine. 



For Breakfast. 

There is nothing more appetizing, deli- 
cious, and healthful than hot wheat cakes 
for breakfast, and the All White wheat 
sold by Brown Brothers, is daily baked in 
more than half the cooking stoves in 
Browntown. 



How Cold Is It? 

A house without a thermometer is about 
as badly off as a hall without a hat-tree. 
The poorest guide on temperature is the 
feeling of the party who tries to determine 
whether it is too hot or too cold. A man 
may feel cold one day, when the room is 
seventy degrees, and feel warm enough 
another, when the thermometer only 
points to sixty. A good thermometer is 
the only unerring guide, and a good one 
can be purchased for twenty-five cents at 
Brown Brothers' hardware store. 



Ten Years Old. 



The harnesses worn by the team which 
drags the tally-ho coach between the depot 
and Taft's Hotel, were made ten years ago 
by Brown Brothers, the harness men; and 
the cost for repairs during that time has 
not exceeded five dollars. 



2,000 Hats. 



There are a thousand dollars' worth of 
straw hats on the big counter in Brown's 
hat store, and some of the hats sell as low 
as ten cents apiece. 



Musical Hats. 

The nats worn by the Crescent Cornet 



Band attract the admiration of every one 
who sees them. They were specially de- 
signed by Brown Brothers, the hatters. 



The Harvard Hat. 

It is estimated that over five hundred 
gentlemen in Inland County are wearing 
the new Harvard hat, designed by Brown 
Brothers. It is a fine appearing hat, durable, 
cannot be jammed out of shape, and the 
cold weather attachment is appreciated 
when the mercury is lost sight of. 



Connecticut Hay. 



Brown Brothers, of West Street, have in 
their loft five hundred tons of fresh Con- 
necticut hay, and over a hundred tons of 
first class straw. 



Big Hay Sale. 

All of the hay cut on Maple Farm, some 
four hundred acres, has been purchased by 
Messrs. Brown & Co. 



Senator Brown in Town. 

Senator Brown, from Wisconsin, Mayor 
Sumner, of Cambridge, and Colonel Walker, 
of Boston, are stopping at the Hotel Bris- 
tol. 

The Concord Zouaves' Banquet. 

The recent banquet given at the Tremont 
Hotel, by the Concord Zouaves, far exceeded 
in elaborateness any former attempt in 
Inland County. Landlord Jones for over a 
month has had the affair in preparation, 
and the heartiest congratulations on the 
result are in order. There were over one 
hundred different articles mentioned upon 
the bill of fare, and every one of them was 
cooked and served as well as the best 
French cook could have cooked and served 
it. 



WRITING PUFFS. 



281 



Insurance Claim Paid. 

William Smith, the representative of the 
Jones Fire Insurance Co., has settled 
Brown Brothers' claim of eleven thousand 
dollars insurance, on account of their recent 
loss, by fire, two days ago. This is the 
quickest settlement which has ever been 
made in this country, so far as reported. 



Valuable Lives. 



Life Insurance Agent Smith has placed 
over seventy-five thousand dollars in life 
insurance among Browntown people during 
the last week. 



A Big Life Insurance. 

William Williams, Esq., the Dalton 
capitalist, who died last week at his Jack- 
sonville winter residence, placed a life in- 
surance through Agent Brown, for one 
hundred thousand dollars, just as he was 
departing for Florida, one month ago. 



All Insured But Four. 

Fire Insurance Agent Jones states that 
there are only four houses in town which 
are not insured. 



A Gem Fortune. 

Ten thousand dollars' worth of diamonds 
are exhibited in Brown Bros.' West Street 
jewelry store. 



Watches Regulated Free. 

Watches are regulated free of charge at 
Brown Brothers. The large clock which 
is used for true time, is regulated by wire, 
from Yale University observatory, every 
hour. 

riany Clocks. 

William Black & Co., the West Street 
jewellers and dealers in clocks, have im- 



ported this season over five thousand dol- 
lars' worth of the different grades of French 
time-pieces. 



Free Johnny Cakes. 

It is surprising how many families in 
town are doing their entire cooking upon 
oil stoves. The present perfection in this 
line of stove manufacture not only makes 
the cooking easier, but more economical, 
for the fuel is burning only when the stove 
is in use. Brown Brothers are exhibiting 
in their window the different sizes of the 
Walker oil stove. The store is always 
filled with ladies, to see this remarkable 
cooker in operation. The Messrs. Brown 
present every lady with Johnny cakes, 
cooked every half hour. 



A Ton of Flat Irons. 

Brown Brothers, the West Street dealers 
in kitchen furnishing goods, have in stock 
over a ton of flat irons, from the little flat- 
boat shaped affair up to the long tailor's 
goose. 

A Big Wash. 

Three hundred handkerchiefs, two 
hundred shirts, five hundred pairs of stock- 
ings, one hundred table-cloths, one thou- 
sand five hundred pieces of underwear, 
and five thousand collars and cuffs, were 
washed and ironed at Brown's Laundry, 
during the month of May. 



Forty Successful Cases. 

Lawyer Brown has had the pleasure of 
winning forty cases in the District Court 
during the month of April, and in that 
time he lost only three. 



The Door Mat Case. 

Hon. William Black has been retained 
as counsel in the celebrated Door Mat 



!82 



WRITING PUFFS. 



case, which comes up before the Supreme 
Court, in the January term. 



Nine fliles of Lumber. 

Brown Brothers have over fifty thousand 
feet of pine lumber in their North Avenue 
yard. 

The Senator Black Monument. 

The monument erected over the remains 
of the late Senator Black, in the Green- 
wood Cemetery, is one of the most ex- 
quisite pieces of marble carving among 
the hundreds of fine works of this kind in 
the cemetery. It came from the marble 
works of Smith & Jones. 



Fine Venison. 



Smith Brothers, the market men, have 
just received one hundred pounds of the 
finest Maine venison, all deer except in 
price. 

A Ton of Beef. 

A ton of freshly dressed beef is hanging 
on the hooks at Brown's Market. 



The Continental Building. 

William Black & Co., the masons, have 
been awarded the contract on the new 
Continental building. 



Jersey Milk. 

Green Grove Farm is delivering its milk 
in glass cans. Mr. William Black, the 
superintendent of the farm, has just 
purchased fifty Jersey cows, which will 
arrive on the farm in about two weeks. 



The Concord Bonnet. 

The Concord bonnet is much worn by 
Washington society ladies. Mrs. John 



Black, of West Street, has, in her show 
cases, a dozen of these bonnets, trimmed 
in styles to suit every complexion. 



AH Folks Bonnets. 

"From $2 to $50," are the words of the 
sign which is placed in the show window 
of Mrs. Brown's millinery store. It refers 
to an evolution in prices of bonnets, which 
are illustrated by an exhibition of forty- 
eight of these articles, marked from $2 up 
to $50 respectively. A sub-sign might be 
appropriately added, " Bonnets for Every- 
body," for about everybody who wears 
bonnets come within the scope of the 
exhibition. 



" Baby Sleeps on Paregoric." 

Miss Cordelia Sumner's beautiful con- 
tralto voice never sounded sweeter, or 
richer, than it did last evening, at the 
Academy of Music, when she sang Mr. 
William Gardner's famous lullaby, entitled, 
" Baby Sleeps on Paregoric." Brown 
Brothers, the West Street music men, 
state that this song has been so popular in 
Browntown that they have already sold 
over six hundred copies. 



A Grand Piano. 

Mrs. Senator Black has just purchased, 
of Brown Brothers, a Pickering grand 
piano. 

A New Organ. 

The parlor organ for the new South 
Street Church parlors has been ordered of 
Brown Brothers. 



A Home Painter. 



William Jones is painting his West 
Street house himself, with ready mixed 
paint purchased of Brown Brothers. 



WRITING PUFFS. 



283 



The Academy of flusic. 

Smith & Co., the painters, have obtained 
the contract for painting the interior of 
the new Academy of Music building. 



Paper Men. 

Richards & Richards have obtained the 
largest contract for paper-hanging ever 
given in the county. They will do the 
entire work in this line upon the new 
Browntown Hotel, which will require over 
three thousand rolls of paper. 



Childish Photographs. 

Fifteen children, of ages ranging from 
six months to four years, were photo- 
graphed at Brown's studio, yesterday. 



A Big Plumbing Contract. 

Smith Brothers, the plumbers, are doing 
the plumbing work on the new Life Insur- 
ance building. 



Senator Jones' House For Sale. 

The magnificent country seat of the late 
Senator Jones is offered for sale. [Here 
write description of the place.] Full infor- 
mation can be obtained of Floyd & 
Tucker, the West Street real estate 
agents. 



Meat Eaters. 

Three hundred pounds of meat were 
roasted last week to supply the regular 
dinners at Brown's restaurant. 



A Large Safe. 



Messrs. Smith & Co. have just put in a 
large Smith & Jones fire-proof safe. 



Destruction of a Will. 

Fourteen of the twentv-six fires in Cleve- 



land last week occurred in business blocks, 
and of that latter number, six of the offices 
destroyed had no safe. The losses can 
not be recovered in these cases, and one of 
them is particularly sad. In a desk drawer 
was a roll of papers, among them the last 
will of the late Hon. John White, who 
left over two million dollars. This last 
will was drawn the day before he was 
drowned, and bequeathed half of his 
property to the new orphan's home at 
Goodville. A former will, drawn five 
years ago, left that amount to the Cleve- 
land public library. The last will was 
properly drawn, signed, and witnessed, 
and was temporarily placed in the drawer. 
The substance of this will was only known 
to Mr. White and the lawyer who drew it, 
and, as it is destroyed, its contents will not 
stand in law. It is really criminal careless- 
ness which places valuable papers outside 
a proper safe, when a good safe can be 
purchased at so reasonable a pi ice. Brown 
Brothers, our local safe men, offer a sub- 
stantial fire resisting safe at as low a cost 
as fifty dollars. 



Every Body Sews. 

There are supposed to be five hundred 
sewing machines in practical use in town, 
and Manager Smith, of the Wheel and 
Crank Sewing Machine Co., offers to give 
a brand new machine to any one who will 
prove that he did not sell half of that 
number. 

AH Have Them. 

There are probably not exceeding a 
dozen families in town without a sewing- 
machine. Manager Smith, of the Excelsior 
Sewing Machine Co., reports the sale of 
fifty machines during October. 



The First Prize. 

Mr. John Black entered upon the duties 
of local agent for the Victor Sewing 



284 



WRITING PUFFS. 



Machine, five years ago. He entered this 
machine in competition at that time, and 
it has taken every first prize offered at the 
county agricultural fairs. 



First of Six. 



There were six different makes of sewing 
machines exhibited at the Inland County 
fair. The Victor was victorious. This 
makes the seventh prize given to Manager 
Black, for the best sewing machine, in 
competitive exhibition. 



The Frost King. 



Brown Brothers' beautiful boat sleigh 
the "Frost King," carried a merry party 
to Winterville and back, last evening. 



Fashionable Letters. 

Initial stationery is absolutely indis- 
pensable to the well kept boudoir writing 
table. Twenty different designs are now 
on the counters of Smith & White. 



The Slow is Going Fast. 

Bookseller Brown reports the sale of 
over three hundred copies of Colonel 
Shakespeare' s remarkable novel of ' ' The 
Sure and the Slow," during the past week. 



"A Man of To=day." 

Henry Ward Milton's novelette entitled 
" A Man of To-day," has just received its 
fifty-fifth edition. Bookseller Brown has 
presented the Brownville Library with a 
handsomely bound copy of this remarkable 
work of fiction, which is being read by 
every cultivated family in the country. 



Save Coal. 



Mr. John Brown has contracted with 
Messrs. Black & Co., of West Street, to 



place one of their Save-Coal heaters in 
each of his six South Street cottages. 



The Cheerful Grate. 

There is no question about the advan- 
tages of the open grate, from a hygienic 
point of view, to say nothing about the 
good cheer it distributes about the room. 
Half of the houses in town could not, 
without great expense, put in fireplaces; 
but any family will reap rapt enjoyment 
from one of the Blazing Star open stoves 
of which Brown Brothers show over a 
dozen sizes. 



New Panters. 



There are supposed to be a hundred 
men who are sporting bran new spring 
trousers about town. Brown Brothers, 
the West Street tailors, state that they 
have made up this month over one hundred 
pairs without any three being cut from 
the same pattern. 



Good Coffee. 



' ' The cup which cheers but not inebri- 
ates," — good tea or good coffee, and you 
get both at Brown' s tea store. 



Free Coffee. 

Free coffee — for two days. Brown 
Brothers will present everybody who calls, 
with a cup of the most delicious coffee, 
made from the famous All-Pure coffee, 
which sells for thirty-five cents a pound. 



Electric Grinding. 

An electric motor, of the estimated 
capacity of one-half a horse-power, has 
just been put into Brown's North Street 
tea and coffee house. The machine will 
grind coffee as quick as lightning. 



WRITING PUFFS. 



285 



Delicious Water. 

Somehow water tastes better and seems 
cooler when drank out of the old fashioned 
tin dippers which Brown & Co. are 
making at their West Street tin factory. 



The R. & T. R. R. 



Brownville capitalists are much inter- 
ested in the success of the Rail & Tire Rail- 
road. Brown & Brown, the brokers, re- 
port the sale of six hundred shares at $104, 
for the week ending Saturday. 



The B. & P. R. R. 

The Boston & Pittsfield R. R. has not 
been the cause of a single accident since 
the opening of the road two years ago, and 
the road has run on an average of ten 
trains a day. 



The New 4.30. 

The new 4.30 train on the Whitefield 
4c Greenville R. R. is a great convenience 
to ladies who come to town on shopping 
visits. 



Quick Time. 

Steamer Swift, of the Lake Champlain 
Transportation Co., runs between Brown- 
town and Whiteville in two hours and 
twenty minutes, a little better than at the 
rate of eighteen miles an hour. 



Twenty Hiles of Woods. 

The Smith Hotel, at Lake O'Hara, is 
backed with a primitive forest extending 
fully twenty miles to the eastward. 



A Lively Party. 

Dr. Moses, Senator Lewis, Professor 
Turner, and Rev. Mr. Cox have returned 
from a hunting trip among the islands of 



Crystal Bay. They spent a week at Paul 
Jones' famous Woodland Park Hotel, 
leaving the house every morning at day- 
light for a boat and tramping trip among 
the islands. 



Twenty=Five Lakes. 

A traveller by the K. & H. R. R., from 
Dalton to Maytown passes in full view of 
twenty-five beautiful lakes, of areas 
varying from a few square acres to many 
miles square. 



Magnificent Cars. 

The new palace cars running between 
Smithville and Dalton cost over sixty 
thousand dollars each. 



The Coming Excursion. 

Already five hundred tickets have been 
sold for the North shore steamboat excur- 
sion, which occurs on the twenty-eighth 
inst. The excursionists will pass in full 
view of the fortifications and islands of the 
harbor. The steamer will run so close to 
the North shore that one can recognize the 
hundreds of magnificent country seats 
which line the aristocratic coast. Star 
Island will be passed within one hundred 
feet. By special arrangement with the 
government superintendent, the fog horns 
on the island will be blown, just as the 
steamer passes. An interesting incident 
of the excursion will be the throwing of 
the mail from the pilot-house deck, as the 
steamer passes Hmgham Light, into a net 
hanging just below the light-house en- 
trance. The steamer will return to town 
promptly at 6 p. m. The number of tickets 
has been limited to eight hundred, although 
the steamer is licensed to carry twelve 
hundred passengers, for Captain Brown, 
famous for his attention to the comfort of 
his passengers, desires that everyone should 



286 



WRITING PUFFS. 



have the opportunity of fully enjoying the 
best of comfort, and. an uninterrupted view 
of the magnificent scenery of the finest 
stretch of coast in Eastern waters. Ladies 
and children without escort can enjoy the 
trip, for the best of order is maintained on 
board, and no wines or liquors will be sold, 
or allowed to be drank on the steamer. 
The Browntown brass band will discourse 
popular airs, and the University Quartette 
will give a concert of college songs on the 
main deck. 



Dear Little Things. 

Two hundred squirrels, captured alive 
in the Maine woods, have been turned 
loose into Summer Grove. Manager 
Smith, of the B. & H. Steamboat Co., 
which controls the grove, has made ar- 
rangements to place therein twenty Ver- 
mont deer. 



A flile of Ribbon. 



There is over a mile of ribbon in stock 
at Brown's trimming store. 



Bushels of Buttons. 

Over one hundred thousand buttons, 
representing two hundred and fifty varie- 
ties, are constantly on hand at Brown's. 



Lord Fauntleroy's Receptions. 

Little Lord Fauntleroy is holding daily 
receptions at. Brown Brothers' West Street 
store. His lordship is surrounded by fifty 
wax dolls, dressed in the costumes of all 
nations. 



Santa Claus' Dresses. 

The costume worn by White & Black's 
Santa Claus, actually cost over one hun- 
dred and fifty dollars. Saint Nicholas, 
who, for the last week, has paraded Main 
Street, giving away pretty cards to the 



children, says that the temperature be- 
neath his bear-skin coat never goes below 
summer heat in the coldest winter weather. 



Horse Slipping. 

Of the dozen or so accidents which have 
been caused by horses slipping upon the 
ice, not one of the animals were shod with 
the Cantslip shoe, which Brown, the black- 
smith, always shoes the horses with, dur- 
ing the winter months. 



Five Thousand Shirts. 

The Academy of Music seats 1,200 peo- 
ple. If the auditorium to-night was a 
sort of Eveless Eden, every occupant of a 
seat could buy one of the Cresent shirts at 
John Smith & Co.'s store, get a perfect fit, 
look well enough for a full dress party, 
and yet only take from the store as many 
shirts as arrived this morning. Mr. Nor- 
ton, of the firm, stated that the concern 
had sold, during the last six months, more 
than 5,000 of these excellent dress neces- 
sities. 

A Mathematical Clerk. 

"How much will all that ribbon meas- 
ure ?" asked a pretty young school girl of 
one of the clerks at the ribbon counter of 
John Smith & Co. yesterday. The clerk 
was of a mathematical turn of mind. She 
rather luxuriated in logarithms and geo- 
metrical problems. She made answer, " If 
all the ribbon in this store was placed to- 
gether, end for end, it would build a three- 
bar fence around every house in town, with 
enough left to string on telegraph poles 
between here and Smithville." How she 
knew about the number of feet of ribbon 
it would take to make a three-bar fence 
around all the houses in Dalton seems a 
mystery, but she said she had figured it 
out a week ago, and has figures to prove 
the correctness of the statement, basing 



WRITING PUFFS. 



287 



her calculations on the average stock of 
ribbon carried, which of course, varies 
slightly. Mr. Smith, of the firm, was so 
much pleased that he offered a ten dollar 
gold piece to the first Dalton girl who 
will come within a thousand feet of the 
amount figured out by the clerk. Of 
course it is understood that these ribbons 
are of every width and color, the figures 
being based on the length alone. 



Some Dresses. 



The ladies of Dalton are very much 
interested in the special economical dress 
exhibit made by John Smith & Co. One 
of the private parlors has been brilliantly 
lighted. In this parlor are shown four 
gowns, the lights being arranged to 
present them to the best advantage. They 
are draped upon wax forms. The first one 
is very neat and quite pretty. One would 
hardly believe that its construction re- 
quired only six yards of material, the 
material retailing for only 25 cents a yard. 
The gown next to it is calculated to 
present a very artistic arrangement of 



drapery, and yet only eight yards of cloth 
were used, the cloth costing 37^ cents a 
yard. Another dress is made up of low- 
priced summer silk, beautifully trimmed 
with material of the same character, alto- 
gether intended to present a gown to look 
about five times more expensive than it 
really is. The fourth dress is a morning 
wrapper, of that beautiful shade of blue, 
trimmed with other shades of blue, that 
each may blend softly into the others, and 
yet all the material in the gown did not 
cost over $3.50. Of course this does not in- 
clude making, simply for the material itself. 
A more interesting exhibit has never been 
made in Dalton. The parlor is in charge 
of Mrs. T. E. Tucker, who has made such 
a success in economical dressing. The 
lady's advice is free to every customer. 



Two Pair All Around. 

If every man, woman and child in 
Dalton had as many legs as a dog, the 
stock of stockings on Smith Bros.' stock- 
ing counter would give 'em all two pairs 
apiece. 



Business Printing 




" To folks who live on printer's ink " 



HE encyclopaedia, the book of information, and even the 
dictionary, have honored the art of all arts with appropriate 
©£ eulogy. 
^|§8? The past of printing rests among the opening pages of 

civilization's history. 

The annihilation of printing means the end of progress. 

Literature, art, science, profession, and business, — all are created, 
nursed, fed, encouraged, and protected by the invention of Gutenberg. 

The click, click, click, of the type in the stick is the still small voice 
which vibrates from pole to pole, and before which nations tremble. 

The product of the printing press is as much a part of business as the 
cash drawer is a part of the cashier's desk. 

No business house exists, nor can exist, without commercial printing, 
and even the professional man has to call upon his printer as often as 
upon his doctor. 

Regular business printing includes about everything in the way of 
printed matter used about the office and for general commercial purposes, 
but does not properly cover calendars, books, maps, charts, and catalogues, 
unless of few pages. 

Calendars and other special lines of printed matter are of distinct 
classes by themselves, and can only be handled to advantage by printing 
houses making a specialty of these kinds of work. 

A printing establishment, making a regular business of producing 
calendars, can furnish any number of calendars at a price from twenty-five 
to fifty per cent, less than can the average commercial printer, and still 
make respectable profit. 

288 



BUSINESS PRINTING. 289 

The printing of large catalogues and books is confined very closely to 
extensive printing establishments, although the majorit}^ of country 
printers can produce catalogues of almost any reasonable size, but high 
class catalogue work should be confined to those printers having in use 
the best grade of printing presses, never printing from the type, electro- 
types being exclusively used. 

The majority of commercial printers, however, consider themselves 
catalogue printers, and can easily turn out good work if they have the 
type and presses, the quality of the work depending largely upon the paper 
used, and the care in press work. 

Calendars are considered in another chapter, but catalogues will be dis- 
cussed in this chapter. 

The one great criticism upon all printed matter, applying to ninety-nine 
per cent, of bill-heads, cards, circulars, or anything else which comes from 
the press, is its overcrowded state. 

The assertion can be ventured that fully one half of everything in 
the way " of commercial printing, whether it be a business card, bill- 
head, circular, pamphlet, or even a postal card, contains twice as many 
words as are necessary to tell the story, or as the public can be made to 
read. 

Brevity is the one essential in commercial printing, and neatness is 
about on a par with it. 

Commercial printing, like advertising, must be removed, as far as 
possible, from the conventional style of others, yet it must never be over- 
original, crossing the line of crankism. 

There is no sense in carrying originality to the point of indistinctness, 
of using types, which, although, perhaps, aesthetic and artistic, are more 
appropriate for borders, or for fancy corner pieces, than to be used to tell 
the story of anything. 

A goodly proportion of the new type upon the market to-day, does 
not deserve place anywhere. It is so irregular, so indistinct, with so 
many alleged artistic curves and angles, that it is hard to read, and 
unless set with the utmost care will not blend with any style, or with 
anything. 

Printed matter must be plain and distinct anyway, then as artistic as it 
can be. 



290 BUSINESS PRINTING. 

The average printer has not yet learned that the fewer typographical 
styles he uses in any commercial printing job, the more artistic, the 
plainer, and the more original his work will be. 

The expert printer is the one who can, with one series of type, produce 
any class of printed matter beyond criticism. 

The fewer type styles the better, in any one job ; the more sizes of the 
same kind of type, in the same job, generally, the better. 

The writer of copy for any kind of commercial printing should remember 
that it is his business not to please himself, or the firm he works for, but 
that he must satisfy the one to whom such printed matter is to be sent, 
that he who receives it, whether it be a circular or any other form of 
printed matter, may give it attention, and by giving it attention, become 
interested in its subject matter. 

A poorly written, poorly printed circular, is generally worth but little 
more than the cost of the white paper ; frequently it is not worth as much, 
because the paper is spoiled. 

A well written, well printed, and well arranged circular, has a mission, 
and can perform it to the benefit of the one who sends for it. Circulars 
should be as brief as possible. The majority of people believe that they 
do not care to read a circular. 

If it is necessary that the circular contain lengthy printed matter to do 
justice to the subject, let that printed matter be so arranged that it will 
stand by itself, the introduction, the headings, and other parts of the 
circular being so brief and bright that one's attention is gained, even if it 
is not held to the end. 

A circular upon poor paper is worth very little. 

The quality of the paper may have as much to do with the effect of the 
circular as has the printed matter upon it. 

Circulars must tell the story in the fewest possible words. 

A circular is not a work of literature, nor a book, and no one so con- 
siders it. If its matter does not strike the mind within a few seconds 
from the time it arrives at the eye, there is not one chance in a hundred 
that it will be read, except by those who read everything, and that class 
of people is seldom profitable to any commercial house. 

When you have told the circular story, stop. 

When there is too much matter to be conveniently placed in circular 



BUSINESS PRINTING. 291 

form, print it in a pamphlet. Be sure to have enough pages in the pam- 
phlet, so that it will not be necessary to crowd the matter. 

A pamphlet, unless it be of considerable size, is nothing more or less 
than a series of circulars bound into pamphlet form. 

A circular should have one distinct and taking heading. The reading 
matter should be in sufficiently large type to be easily read. 

Generally, a circular should have not more than two headings, very 
seldom more than three. 

One good heading is worth more than a dozen poor ones, and is worth 
infinitely more than one good heading and eleven poor ones. 

For the body of circulars Ronaldson type, or Old Style Roman, if one 
desires a light face, and De Vinne, if it be advisable to use heavier faced 
matter, are the handsomest styles of type for descriptive circular matter. 

Use as large type as possible, single leaded, in preference to smaller 
type, double or more leaded. 

Do not have the firm name at the bottom appear in type much larger 
than the body type of your circular. 

The headlines must be of extreme brevity, and should contain some 
striking expression which will be remembered, and will immediately excite 
interest, so that the balance of the circular may be read. 

Gothic caps and small caps, or almost any style of large and heavy 
type, are appropriate for common circulars and flyers, but let this type, 
except such type as De Vinne or Erratick, be generally confined to the 
circular headings. 

Flyers are nothing more or less than a cheap grade of circulars. They 
are given out by distributors upon the street, or are distributed from 
house to house. Circulars should be personally addressed in every case, 
not to any firm, neither to the lady of the house, but to some identical 
individual. 

If the circular be sent by messenger, or by mail, sealed, it will be 
opened, and if it be of sufficient interest, it will be read. 

The extra cost of a two-cent stamp, and the expense of a first-class mes- 
senger may be high, and will seem, to the average merchant, to cost 
altogether too much money, but let the merchant remember that unless he 
does it in one of these two ways, he had better not do it at all. 

It is simply a question of wasting so much money in the wrong direc- 



292 



BUSINESS PRINTING. 



tion, or of risking twice as many dollars in the right direction. In one 
case the loss is positive ; in the other case the profit is probable. 

The distribution of circulars from house to house, in a promiscuous way, 
and distributing them upon the street, is discussed in the chapter entitled, 
" Desultory Advertising." 

Bill-heads never were invented as a method of advertising. They 
should contain the mere statement of the business of the party sending 
them out. If more be put on, it does absolutely no good, and is liable to 
spoil the looks of the bill-head. 

It is fair to presume that the average man who receives a bill knows 
something about the store at which he bought the goods. 

The following bill-head illustrates a general plan of bill-head making. 
It is not as poor as many, and is a good deal poorer than others. 



-*-?-«■ 



FINE 
WATCH REPAIRING. 

SolibSiliur delator Mart 



P 



Eye Glasses, Spectacles, 
and Colored Glasses. 

OPERA GLASSES 

TEA SPOONS, 

KNIVES AND FORKS. 

Bints for Ladies and Gentlemen. 
Baby Rings. » locks and Bronzes- 
Gold and Silver Watches, etc. 

o $~-Z<- ■ 



^mitoiUe, $Jtio t *§<? 



:®0 J$m f QHf Ig f <&<$>., git. 



-DEALERS IN- 



JEWELRY, WATCHES, & CLOCKS. 



At Bottom Prices. 



44 ^MITM mvmdfwm. 



PLATE NO. 1, 



If the reader will carefully examine the bill-heads which come to his 
store or house, he will find that the above bill-head is by no means below 
the average, and that the wording and arrangement of type are about as 
good as those of the ordinary. 

Two things are absolutely essential on a bill-head : the name of the 
concern in plain letters, that the receiver may make no mistake in sending 
the remittance, and the names of the town and state in equally plain 
letters, that there may be no blunder upon the part of the man who pays 
the bill in directing the envelope. 



BUSINESS PRINTING. 293 

No matter if your trade be entirely local, the name of your state 
should appear in distinct, though not very large, type. 

A number of bill-heads exist with the names of the town in script, or in 
fancy type, so indistinct that it is almost impossible to tell where the bill 
originated. 

Script type is never distinct, and when poorly printed, is frequently so 
blurred as to make it illegible. 

Fancy type generally meets with the same objection. 

In certain kinds of type some letters look the same, as "n" and " u," 
and " I " and " J," and frequently it is impossible to decipher the name of 
the concern, and the names of the town and state, if printed in these styles 
of letter. 

Nowadays the utmost simplicity is art. 

Plainness is appreciated everywhere, not abrupt jagged plainness, but 
clean cut, well put together, simplicity, which is welcomed by the intel- 
lectual because they are always simple, and by the ignorant because their 
understanding can grasp it. 

This so called imperfect bill-head is rewritten, the following is the way 
it might be, and one of the ways which cannot be criticised because 
simplicity is beyond criticism. 



Smithville, Iowa, 189 

M 

To Jonathan Smith & Co., Dr. 

HIGH-GRADE WATCHES AND JEWELRY. 

Terms 30 Days. 44 SMITH AVENUE. 



PLATE NO. 2. 



The use of cuts on bill-heads is generally desirable. There is no ob- 
jection to always having some appropriate illustration appear on the bill- 



294 



BUSINESS PRINTING. 



head, provided such illustration has sufficient individuality to make it a 
sort of trade-mark for the merchant. 

Ordinary cuts of watches, clocks, bedsteads, chairs, wash tubs, rolls of 
carpet, brass ornaments, and anything else of this class are too conven- 
tional and common to assist in making a bill-head attractive. 

Better use no cut at all than to use a poor one. 

The picture of a building, if the building be attractive, cannot be con- 
sidered in bad taste upon a bill- head, although it is advisable not to show 
the building too much, as the fundamental principle of advertising and 
printing is to present the goods you have for sale, not the man who sells 
them, nor the place he sells them in. 

The cut of a building should always be small. Make it up into the 
form of a vignette picture, perhaps running into the type, to be apparently 
a part of the general design. 

A picture without a border, simply slapped into a bill-head, has the 
appearance of not belonging there, and spoils the looks of the whole 
affair. 

One style is decidedly preferable to several styles of type in a bill-head. 
Choose some neat series, and carry that series throughout your bill-head, 
using appropriate sizes where they belong. 

Plate No. 3 illustrates a bill-head set entirely in what is known as 
Erratick Outline, a new style of type, which when printed, has a very 
attractive and original appearance. 



Bill? F&.y&M<£ i^offji^lly., 



Boygibt ©f BlacH & Wlb>it< 



©esdifE^ in? 



PLATE NO. 3. 



BUSINESS POINTING. 295 

Plate No. 4 illustrates a bill-head made up in so called fancy letters. 
It has the effect of being odd, and may attract attention, but it has too 
many defects to give it excuse for existence. 



^Srowntown, ©., 18§ 



C&Sj ©offset, $@ ^amif^ ^roeevieg, 

Terms Cash. t02 BE>OWN flYENUE. 



I 



PLATE NO. 4. 



Plate No. 5 illustrates a bill-head which would look finely if it were 
not spoiled by ornamental pieces. The type arrangement is all right. 



Browntown, O., 189 

-a^To#John*Smith*&*Co.,i»Dr. 



• — » >? ■£ oDealers inc » t< - ■ 

^HIGH-GRADE CLOTHING,®^ 

BIL mInthl? LE 444 Brown Avenue. 



PLATE NO. 5. 



Ornamental designs should, for bill-heads, be avoided, for they do not- 
print well, unless great care is taken, and materially detract from the 
general appearance of printing. 



296 BUSINESS PRINTING. 

Plate No. 6 is a good form for professional bill-heads. 



Brownville, O., 189 

M 

To F. W.WHITE, M. D., Dr. 



For Professional Services, 



PLATE NO. 



The same general rules which apply to the making of bill-heads pertain 
to the typographical style of business cards. A business card certainly 
should be as brief as a bill-head, although it is more allowable, on a busi- 
ness card, to slightly enumerate the specialties of the business. 

Plate No. 1 presents a business card which is no poorer than the 
majority, and yet a disgrace to the art of printing. 



Our PRICES are the LOWEST, Our STOCK the most 
COMPLETE, of any in Town. 



jobd smicr} & (jo., 

Watch and Clock Repairing. Gold and Silver Watches, 

Solid and Plated Silverware, Spectacles and 

Eye-Glasses, Opera Glasses, Rings, 

Tea Spoons, Knives and Forks. 

44 rani ATI* rannua, mwa. 



PLATE NO. 7. 



BUSINESS PRINTING. 



297 



In the large cities people know what every class of establishment carries, 
or ought to carry, and are familiar with the general lines of business. 

In the smaller places, people know pretty nearly what every store has 
in general, whether it be a grocery store, fruit store, or any other kind 
of store ; therefore it is not necessary to place upon a card anything more 
than the name, address and business, unless such business has a specialty 
which needs more prominent mention. 

A business card is not calculated to bring business. It is circulated and 
given to all who call, that they may find their way back again, or that 
they ma}^ give it to others who may desire to purchase goods at the store. 

A business card is nothing more or less than a piece cut out of a 
directory, for directory purposes solely. 

The character of the business card shows the character of the business. 

The plainness of the bill-head should be carried into the business card. 

Plate No. 8 presents a business card set entirely in what is known as 
Ronaldson Roman, a new and beautiful style of Roman face. The Old 
Style Roman type will look nearly as well. The plainer the business 
card, the more artistic it will be. 



John Smith & Co., 
Clothing. 



44 Smith Ave., 
Smithville, Iowa. 



PLATE NO. 8. 



Envelope headings should certainly be in the extreme of plainness. 

Business cannot be advertised upon envelopes. The popular impression 
that the postal clerks read the advertisements upon envelopes, has never 
been borne out in fact. The average clerk who has time and inclination 



298 BUSINESS PRINTING. 

to read that which appears on an envelope, other than the name and 
address, is generally too poor to purchase the goods, and too incompetent 
to select them. 

Advertising on envelopes is positively vulgar, and never will be persisted 
in by other than cheap concerns. 

There is no objection, of course, to an engraved design, which is so 
distinct in itself as to give the envelope a dignified identity — this is re- 
finement and business. 

The average merchant should attempt to have his envelopes character- 
istic of his firm, but he should not make them bill-board advertising 
mediums. 

Either just print the name and address upon the envelope, or else have 
a design of great artisticness. 

The envelope should not be covered with any design, at a sacrifice of 
room for the name and address. 

Back pieces upon the flaps of envelopes are somewhat original and are 
in the best of taste. 

Plate No. 9 illustrates an envelope corner set entirely in Ronaldson 
type. 



Jonathan Smith & Co., 

Clothing, 
4 Smith St., Smithton, O. 



PLATE NO. 9. 



BUSINESS PRINTING. 299 

Plate No. 10 illustrates an envelope, the printed matter being set en- 
tirely in Old Style Italic. 



Jonathan Smith dr 3 Co., 

Clothings 
4 Smith St., Stnithton, O. 



PLATE NO. 10. 



A very pretty idea for envelopes is to print on the flap of the envelope, 
a little above the gum, where the paper is perfectly smooth, a small 
design, to appear something like a seal. This gives the postal authorities 
all the information necessary for the return of the envelope in case mis- 
carried or uncalled for, is much more artistic, and allows the entire face, 
of the envelope for the writing of the address and the stamp. Some 
little design should be made, about the size of a quarter of a dollar, and 
printed in some ink like terra cotta, or blue black, or even brilliant red. 

Particular attention should be paid to letter-heads and note-heads, for the 
merchant should especially attempt to make a good appearance by cor- 
respondence. 

Letter and note-heads are not places for advertising, and extreme neat- 
ness is necessary here. 

Folded business paper, except for correspondence with ladies, is not 
in good business form. 

A letter-head is simply a business-card for corresponding purposes, and 
should contain, substantially, the same matter. 



300 BUSINESS PRINTING. 

The date-line is not essential, and frequently injures the general neat- 
ness. 

No letter-head should be sent out which does not contain the firm name, 
and name of the street, town, and state, in distinct type, so that it can be 
easily read, that the one who answers the letter need not be led astray or 
puzzled. 

If the concern issuing the letter-head is a corporation or a firm, a num- 
ber of parties being at the head of it, it is generally advisable to print the 
list of names of the members of the firm, in very small type, for frequently 
members of the firm will sign letters with a signature which no man can 
read, but which gives sufficient idea for the receiver of the letter to 
decipher if he can find something like it, in type, on the letter-head. 

Heavy Gothic type should never be used for letter-heads. 

It is advisable to use something very neat, yet artistic. Roman looks 
well, and Konaldson, or other light faced letter, used in series, is extremely 
appropriate for letter-head printing. 

Some samples of letter heads and envelope corners are given at close of 
chapter. 

It is always advisable for any business house or business man to have a 
trade-mark of some sort. It can be in the form of an engraved letter, or 
some distinct and characteristic type can be used, or it can be made up in 
the shape of a seal or other ornamental design. 

A trade-mark, if it be ornamental, must be very artistic. Better have 
none at all than a poor one. 

If the trade-mark act as the letter-head corner-piece, with no other 
printed matter, the lettering in it must be plain. 

It is suggested that it would be advisable for every business man to 
have some engraved design, more or less artistic, which will answer the 
purpose of a corner-piece for the envelope and letter-head, and which will 
embellish the bill-head. The expense of making the original drawing is 
not heavy, and engraving does not cost a great deal. 

Better pay ten dollars for the original drawing, or even twenty, to have 
it what you want, and that which you will not tire of, than to employ 
a cheap artist to make a cheap design for you. 

A trade-mark worth printing, is worth a great deal to any business 
house. 



BUSINESS PRINTING. 301 

If the trade-mark be printed in color, different from the body matter, 
it will stand out in stronger relief, and make the rest of the printed matter 
look better and plainer. 

Terra cotta ink, or blue-black, bronze-blue, or crimson, or any other 
color except black, should generally be used for printing trade-marks. 

Where good paper is used, and the pressman understands his business, 
a blue-black or a bronze-blue ink will make any printed matter look softer 
and finer than the finest jet black. A little blue added to black ink, to 
make it blue-black, gives it a sort of engraved appearance which the black 
cannot produce. 

If your local printer does not have suitable type for the composition of 
your bill-head, letter-head, envelope, or anything else that you carry for 
standard printing, send to some large city printing establishment, or to 
some type foundry, and have them make up for you that which will be 
perfectly satisfactory, sending you an electrotype which your local printer 
can easily handle. 

Announcements of openings and removals, and for other purposes, are 
nothing more or less than circulars of a higher grade. They should be of 
extreme brevity, printed in the highest style of the art, upon the best 
paper, and there should be nothing loud, coarse, or vulgar about them. 
They can be bright, but never must approach the comic, unless the whole 
affair is that way, but let the merchant beware of using humorous matter 
for advertising purposes or for printed matter, unless he is sure that he 
has the right kind of humor. 

Better be too sober than too humorous. 

The effectiveness of printed matter largely depends upon the quality of 
the paper used. 

For small jobs, sometimes a few cents, and at most a few dollars, will give 
a quality of paper far superior to that which the printer would naturally use. 

Good paper, with good type and good ink, will produce an effect at 
once appreciated by the public. 

It is often advisable to use some distinct tint or color for the paper. 
A robin's egg blue, a deep cream, a terra cotta, a light green, or any 
other delicate tint of a standard color, frequently is more effective than 
white, although the merchant can make no mistake in never using any- 
thing but white paper. 



302 BUSINESS PRINTING. 

Announcements of high grade should always be upon folded paper, and 
envelopes tending towards the square should be used. 

Because the writer of the circular or pamphlet understands the goods 
he is writing about, he must not assume that the public is more than 
generally acquainted with them ; and he should so write the description, 
that it will be intelligible to the average mind. 

The cover of every pamphlet or book should be characteristic, and the 
reading matter upon the cover must be in the extreme of brevity. 

Some catchy line should always be used. If you are speaking about 
stoves, why not print upon the cover of your pamphlet the simple words, 

FUEL ECONOMY. 

If you are issuing a little pamphlet on molasses, would not the follow- 
ing line be a good cover heading 

A STREAM OF SWEETNESS. 

A little book on carpets could well have appear on the cover a line 
something like the following : 

SOMETHING TO WALK ON. 

At other times it is advisable to state exactly what there is in the book 
upon the cover : for instance, if the book be devoted entirely to chairs, 
why not say " chairs " on the cover, and nothing else. 

Do not cover the cover with too much matter. 

Better not have more than five words, at the outside, appear on any 
cover. 

Do not crowd a lot of superfluous matter upon the back cover simply 
because it seems advisable to cover up that space ; better put on some 
little taking design, some vignette picture. 

Especially is it not advisable to print upon the inside of the covers, 
unless the paper is such that it will not interfere with the printing upon 
the face. 

Catalogues are supposed to be issued entirely for descriptive purposes, 
and a catalogue not illustrated is hardly worthy of the name. 

Illustrations in catalogues are absolutely essential. 



BUSINESS PRINTING. 303 

Descriptive matter in catalogues should never be set in too small type ; 
Long Primer is small enough. 

The majority of descriptive matter is too lengthy, the wording too 
technical, and whole pages are filled up with dry testimonials, and other 
matter of absolutely no interest, and which never will be read. 

Of course technical terms must be used in technical catalogues, but the 
majority of catalogues need not contain so many technicalities. 

The people who send for the catalogue do not care for these terms, and 
do not understand them. 

The interest in the goods described is simply to know what they are, 
and what they will do. There is absolutely no use in going into the very 
depth, producing a description which the man who wrote it hardly under- 
stands. 

Wherever it is necessary to use technical terms, and to print briefs of 
machines, do so in small and distinct type, so that the reader may skip 
it if he so desires. 

Catalogues should be briefly comprehensive. They should tell the 
whole story, and then stop. They should not be filled with references, 
referring to this, that, and the other part of the catalogue. 

Each sentence should be complete in itself. 

The reading matter, describing illustrations, should be close to the 
illustrations. 

The simplest language should be used, and everything should be placed 
in sections, distinct by themselves, each section making a point, or attempt- 
ing to do so, and then stopping. 

Do not have the first page of your catalogue nothing more or less than 
a list of your officers and directors. 

Let the first page of your catalogue either be a magnificent illustration, or 
something which will interest the reader. 

The names of your officers and directors are all right, but put them in 
the back of the book somewhere. Do not handicap your book with a lot 
of names mostly unknown to the majority of readers, unless the book be a 
description of stocks and bonds where the names of those interested are of 
the utmost importance. 

The way a catalogue starts out is the life of it. 

Let it say something at once which will gain the reader's attention, 



30-4 



BUSINESS PRINTING. 



something which he is looking for, or is surprised after he rinds it, some- 
thing which, in a few words, makes him anxious to continue. 

Always see a proof, no matter how small the printing job may be. Read 
the proof carefully, not only for typographical errors, but to obtain 
suggestions of improvement, which are more likely to be found in the 
reading of the proof than in the reading of the manuscript. No man 
ever knows what a fool he is making of himself until he sees himself in 
print. 

The following samples of commercial printing are presented for 
what they may be worth in the suggestion of ideas. An idea conveyed to 
one line of trade can be easily made to apply, more or less, to any other. 

The type used in the make-up of samples can be duplicated in every 
large city printing house, and any fairly equipped printing office can, by 
substitution, preserve the general identity of most of the samples. 

No attempt is made to produce elaborate specimens of work. The 
expert printer does not need such suggestions, and the poor printer would 
botch them if he tried to follow the ideas. 



3 AHTA CLACia 
R£CEPTIOR5 

ALL DAY LONG. 





Card Invitation. 



" Perhaps you'll need me during '93." 



I've had ten years of practical profes= 
sional experience in Dentistry. I'm con= 
veniently located in Brown's Block, Brown 
Street. My office hoTirs are from 9 to 4 
o'clock. My fees are as low as consistent 
with skilful workmanship. 

WILLIAM WILLIAMS, D. D. S. 
May 1, 1893. 



Form of invitation. Should be upon double sheet. 



From 15 Branch St., 
To jg Smith Ave. 

John J one 5 & Co. 
Stove$ and Furnace^ 

More room way needed — we 
took more room 

Jonestown, Ohio, 
June 1st, 1893. 



Removal Notice. Should be upon double sheet. 
306 





"^4 woman'' s bonnet, built to Jit its place." 




ofd/© 


UivaAvi'iv of- 


iaoviV oam 


VKWI/l/j^ 


uxMi 1\a®yi6a ) \A \&a/ub2&t&(L cut Vkv 


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ttw Wd; 


jS^a-d 


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102 ©ic 


uvYi (51/u-eru/i/e, 






WoWUvu, 


<W)aij 1, 1888. 






9 to 


Ip o-'-otoofe, 







Invitation. Should be upon double sheet. 




^m^^^^tM ^ ou can U0 ^ ^Wiwj 
^ ^poon* dfcape? t^an 

#?£?— draper ^an anyone in ^mit^ 

fofcm 6m 0oCb t^em. Qptropose to bo 

^poon 6u0in^0 of £mtf$foum» TXHCC 

\><xy ^ou to call upon u*. ^ometfHwj 

to 0#ott> ^gou in tffc toa^ of Spoons 

^ou n#?et: *ato Jteforfc 

go^n £mi^ & Co. 

£mW$fottm, t)*Ho* 



High Grade Circular Form. May be upon double sheet. 
308 



" r Ti5 n?©t ftl?<§ el©tS?^§ wll?!©!? iraj^IKe 41?« mrj&n?? feyft t^y tjeEp, 



©o is novated t® the 



5uitiogs 

Trouserings and 
Overcoatings 



©reiM 



©OSfl! 



st 



Brovo & Browi?> 

TABL©iRS 9 

10 Brown 5t. t Browpvillc. 



Form of invitation. Should be printed upon double sheet. 



QO 


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Whit 

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T EflDHg m PLU5H 

Toilet Sets, Jewelry Cases, Albums, 

Manicure Sets, Hand Bags, 

Broom Cases. 

fronj * Quarter, to \ Dollaj, *nd Higher. 



Heading for Circular or well-printed Flyer. The top line would look well in crimson ink. 



WILLIAM A. WILLIAMS, 






INSURANCE, h-** 



1002 WHITEHALL STREET, Room io, 
BROWNTOWN, OHIO. 



Business Card. 
312 



WILLIAM WILLIAMS, M. D. 



1 02 Brown Street, 
Warren, O. 

Office Hours, 10 to 12. 



Professional Card. 



B 



ROWN&WHITEHOUSE, 



MANUFACTURERS OF 



Oak Furniture, 

260 VHlTFIELB STREET, 

VHITEVILLE, INDIANA. 



Business Card. 



BROWN & WHITE, 



DEALERS IN 



COAL, WOOD, LIME, 

AND CEriENT, 
567 Alleghany Street, 

WHITE CITY = = = OHIO. 

Heavy style of Business Card. 



BROWN & WHITE, 



DEALERS IN 



COAL, WOOD, LIME, 

AND CEMENT, 

567 Alleghany Avenue, 

WHITE CITY - - - OHIO. 



Medium style of Business Card. 
314 



JOHN SMITH &CO. 

44 BRANCH ST. 

BOSTON - MASS. 



Envelope Corner. 



JOHN SHITH & CO. 

44 BRANCH ST. 

Boston = = Mass. 



Envelope Corner. 

313 



Advertising for Women 



" Upon the pocket less dress of woman hang the keys of trade." 




HIS chapter's argument may flow against common opinion. So 
great a departure from accepted rule would not be ventured 
mL did not the writer feel positive, from actual tests of his 
&& own, and by the results of equally exhaustive trials by the 
large American advertisers, that he is not steering through 
unsounded channels. 

Some time ago when papers had not their enormous circulation of to-day, 
and advertising space was not worth as much, nor appreciated as it is in 
this age of publicity, an extensive national advertiser made the original 
experiment of inserting, in a publication read exclusively by women, an 
advertisement of an article used entirely by men. The advertisement 
appeared in this publication, and continued to appear. The actual mail 
cash sales coming directly from the advertisement were two or three times 
as great, reckoning proportionate cost, than those received from the same 
advertisement in any of the one hundred leading publications which 
the advertiser patronized. 

The statement made by unthinking dealers, and by others who are sup- 
posed to have a reason for their action, and particularly by dealers who 
make or sell men's goods exclusively, that it does not pay to advertise, 
because it is claimed that men do not read advertisements, is founded 
upon the softest kind of sinking sand. 

No reasonable person, after due consideration, and with a desire to learn 
the truth, will ever make the statement that men do not read advertise- 
ments. 

Ninety-nine and nine tenths per cent, of men of every stratum of society 
read advertisements, and are more or less influenced and directed by them. 



318 ADVERTISING FOR WOMEN. 

The man who says he does not read advertisements is an intentional or 
an unintentional falsifier. 

An ably written advertisement, well displayed, constantly before the man 
in his daily paper, or in his magazine, or in any other publication he reads 
regularly, must be seen by him, whether he wants to see it or not. He 
may honestly believe that he does not read it, and further than that, he 
may think that advertising has no influence upon him ; he deceives him- 
self ; advertising always has had, and always will have equal power, over 
men of progress and fossil men. 

Although substantially all men are readers of advertisements, and are 
directed by advertising argument, an advertisement has not one twentieth 
the weight with a man that it has with a woman, of equal intelligence and 
of the same social station. 

The advertising columns of any decent publication, whether it be daily, 
weekly, or monthly, give to the woman information fully as valuable as 
that which she will derive from any other part of the publication. 

It has been said, and there is much truth in it, that the average woman 
takes more interest in the advertising columns than she does in the 
genuine reading matter, supposed to be removed from any advertising bias. 

A woman who would not read advertisements would not be a woman, 
consequently all women read advertisements. 

Advertising statements are really news to women. 

Woman is the buyer of everything everywhere. 

Woman is the active partner of the home, and the silent partner of the 
office. 

Every married man, and every brother of a married sister, and every 
fellow who goes with some other fellow's sister, ought to know that woman 
has an influence over man that he has never measured because he does not 
know how to measure it, and because the woman would not permit him to 
measure it if he did. 

The man pays the bills. The woman regulates the damper of the home 
furnace, and holds the throttle valve of the business engine. She may not 
think she does, but she does. The man may not appreciate it, but that 
influence and directing power is there. 

Woman buys, or directs the buying of, or is the fundamental factor in 
directing the order of purchase, of everything from shoes to shingles. 



ADVERTISING FOR WOMEN 319 

The better the woman the more directly she is interested in her hus- 
band's stockings, his hats, and other things. If a certain color or new style 
of necktie becomes the fashion, the woman will know of it at least a week 
before her husband has heard anything about it. 

If the woman doesn't like the wearing quality of her husband's under- 
wear, she will hunt up a store where better underwear can be bought. 

The woman clothes the children. She is thrown into relation with 
every establishment where goods for men and boys are sold. 

The woman can buy better articles, from spool cotton to ulster overcoats, 
for less money than the average man can buy with more money. 

The woman knows whether trousers cloth will wear, better than the man 
inside of it. She knows whether his suit fits her husband, and whether 
his hat looks well on his head. She is more annoyed by the squeak of his 
boots than he is himself. 

Man is a busy being ; he thinks he is, whether he is or not. He is 
nervous, and doesn't have time for this and that, doesn't know how to keep 
up his wardrobe or his office. His office looks like a cluttered cellar, with 
clutter everywhere. Half the time he doesn't know that his office carpet 
is shabby. The chances are it will take his wife, or a nail, to tell him that 
the soles on his boots are worn through, or that the weight of his 
trousers hangs on half the regulation number of buttons. 

The average man doesn't know about those things that he thinks he 
knows about. 

A man is in want of office furniture. He doesn't know whether he 
wants a Jones desk or a Smith desk ; it is his wife, or his book-keeper, or 
his bright stenographer, who suggests to him that a new desk is a business 
necessity. This woman reads advertisements, sends for desk catalogues, 
or tells the man to, and does the selecting for him, although the man 
thinks he is doinsr the whole of it. 

The woman, if she be the right kind of a woman, is interested in the 
engine which runs her husband's mill. She is the one, if she be what she 
ought to be, who understands, or thinks she understands, outside of 
details, her husband's business. She is the one who sees the spot on the 
carpet before he does, knows that his chair isn't easy before he realizes it, 
although he has sat in it for years. 

The woman chooses the color of paint which is to go on the house, who 



320 ADVERTISING FOR WOMEN. 

makes the life of the architect miserable until he hits upon the plan of 
her peculiar desire, who demands that the kitchen sink be of a certain 
kind, who buys the kitchen stove, who selects the furnace, who says that 
hot water heat is better than hot air. 

Woman directs the care of the garden, selects the style of carriage, and 
the style of horse. 

Woman has the hand, or the underhand, of designating everything used 
in the house, on the house, and about the house. 

Very likely the reader will say that these statements are untrue ; that 
his wife doesn't take any interest in his business ; that she doesn't care 
Avhether he sits upon a cushioned chair, or upon no chair. Poor fellow, he 
simply hasn't the kind of wife he ought to have started in with. 

If the advertiser must cater wholly to one sex, at the sacrifice of the 
other, and it is seldom necessary to sacrifice either sex in business, he had 
better lean in the direction of woman ; far better reach both the woman 
and the man. 

So much is it believed that women read advertisements that it is the 
writer's opinion that it might pay to write an advertisement requesting 
the wife to suggest the cigars for her husband, for the woman, although 
she doesn't smoke, knows the flavor of the cigar better than the fellow 
alongside of her who is smoking it, for if he knew, very likely he wouldn't 
smoke that kind of a cigar. 

It is not advisable to forego the use of advertisements appealing directly 
to men. There are certain lines of goods, stocks and bonds and some 
other things, which, perhaps, had better be advertised largely in papers 
circulating almost exclusively among men. Undoubtedly it pays to adver- 
tise in these papers, but there has never been an article, from pins to 
ocean steamers, which could not be as advantageously advertised, if not 
more so, in the paper which goes to the man, his wife, and his family, in 
preference to the paper which is wholly devoted to business, and read 
entirely by business men. 

Do not depreciate the value of business papers ; it pays to advertise in 
them ; but the man who thinks he can reach the mercantile pocketbook as 
well by keeping his advertisements exclusively in these papers, at a sacri- 
fice of other publications, is simply fooling himself, and losing money 
because of doing it. 



ADVERTISING FOR WOMEN 321 

The shrewdest advertisers in the world are writing advertisements which 
appeal directly to women. 

The advertisements in the leading magazines are more than three 
fourths directed almost exclusively to catch the woman's eye, and yet half 
of these advertisements, if not more, are for goods either used by men, or 
in connection with their business. 

The publication which has succeeded, and which will always succeed, 
is the one printing the most matter of general interest to woman and the 
family. 

The paper printing nothing but news of stocks and bonds, failures and 
mortgages, and read almost exclusively by men, is the paper in which it 
seldom pays to advertise extensively, for the paper can have, at best, 
but limited circulation. 

The great daily, the great weekly, the great magazine, circulating, as 
they do, among the families of the land, with their news and literature 
flavored to whet the appetite of the reader, with children's column, 
women's column, columns of style, and miscellany, are the publications of 
great circulation, bound to pay the advertiser of general everything more 
to the square inch than other publications can pay to the square foot. 

There is not a case on record of any paper becoming successful, in this or 
any other country, which did not arrange its matter, from its editorials to its 
news, from its illustrations to its literary articles, to be pleasantly absorbed 
by the woman of the home. 

If the great publications, from the leading magazines down to the 
simple country local weeklies, are bending every energy along the line of 
feminine desire, it is certainly necessary that the advertiser should not 
forget that there are as many women as men, and that every woman has a 
husband, or wants one, and that whether she marries or remains single, she 
is the power behind the man, greater than the man himself, and it's a 
mighty lucky thing for progressive civilization that the hand that rocks 
the cradle has a hand in about every other kind of rocking. 

Woman is the pivot of trade turning. 



Did you ever 

stop to consider that 
women buy vastly more 
than men? 

To reach buyers, then, 
you must appeal to 
women. 

Who reads a woman's paper? 

The conclusion is ob- 
vious. 

Advertise your wares in 

Harper's Bazar 

the greatest woman's 
paper in the world. 



The Five Points of Trade 




The strength of the whole is in the harmony of the parts '' 



advertising is not business it has no business to be of 

business. 
Advertising is business. 

Advertising is one of The Five Points of Trade. 
Advertising is one of the five working links in the chain of 
ever-lasting profit. 

The successful consummation of trade, whatever the nature of trade 
may be, requires full appreciation of The Five Points of Trade. 

The First Point of Trade is something to sell. 

The Second Point is a place to sell it in. 

The Third, business management and adequate working capital. 

The Fourth, salesmen and employees. 

The Fifth, advertising. 

Something to sell is necessary to selling. Point One settles itself. 

It is as necessary that there be a place of selling as something to sell. 
That place may be a store, an office, or a peanut stand upon a street 
corner, so long as it is appropriate to that which it holds for sale. Point 
Two attends to itself. 

The ethics of trade acknowledge that business management and capital 
are of the same vital necessity as are something to sell and a place to sell 
it in. 

Profit cannot be made, legitimate business cannot be done, unless there 
be the right quality of ability which will allow goods to be bought, and, 
upon the average, sold for more than paid for them. 

No business requiring working capital can be done without working 
capital. 



324 THE FIVE POINTS OF TRADE. 

Point Three disposes of itself as easily as do the preceding Points. 

The Fourth Point of Trade, that of proper salesmen and employees, 
should stand in the same line as do the other three. 

It is not yet appreciated. 

People will buy necessities, and want to buy what they cannot get along 
without, as much as the salesman desires to sell them, yet fully ninety per 
cent, of all trade is consummated by the ability of the salesman to so meet 
the customer, that by personal magnetism, attention, and application he 
may secure a definite order. 

With the best goods for sale, the most magnificent warerooms to sell 
them in, the extreme of remarkable business talent in buying and making 
prices, no trade may be done, even if the goods are necessities, without the 
intervention of the right kind of salesmanship, able to close the sale. 

If inconsistency is practiced in the regulation of business, it is often 
confined to the lack of procuring and keeping proper salesmen and em- 
ployees. 

The idea that goods sell themselves has exploded. 

The merchant who continues to labor under the sure-to-result-fatally 
apprehension, that, if he furnishes the best of goods, makes the prices to 
suit the public, and has a conveniently arranged store or warerooms, the 
cheapest grade of salesmen and saleswomen is all that is necessary in the 
selling department, will find, except in exceptionable exceptions, that his 
logic is too leaky to hold business water. 

The quality of salesmanship has as much to do with profitable trade as 
the quality of goods. 

The ability to sell by personal application is as potent a factor in the 
consummation of trade as the prices marked on the goods for sale. 

The man who understands selling can as easily sell any article for more 
than the regular price as can a poor salesman sell it for a good deal less 
than what it is worth, unless the article be of absolute necessity, and the 
firm the only one in town which keeps it ; then the buyer is obliged to 
buy whether he wants to or not. This happy condition does not exist 
anywhere. 

The Fifth Point of Trade is advertising. It is simpty one of The Five 
Points of Trade ; neither more nor less ; worthy of the same, and of no 
more, attention than should be given to the other four Points. 



THE FIVE POINTS OF TEADE 325 

Take away something to sell, and the other four Points of Trade are 
valueless. 

Take away place of selling, and the other four Points of Trade are 
worthless. 

Take away business management and capital, and the other four Points 
of Trade cannot hold together thirty days. 

Take away salesmen, and the other four Points of Trade must work 
under fatal handicap. 

Take away advertising, and the other four Points of Trade cannot bring 
in a flush result. 

The opinion that advertising sells goods never originated in fact. 

Advertising never sold goods worth selling. 

Advertising never will sell goods, beyond a few transient sales unworthy 
of consideration. 

Advertising is simply the accomplice before the fact — that which assists 
the salesman and the goods themselves in the consummation of sale ; that 
which makes it possible for the business man to sell what he has for sale ; 
that which brings possible customers to the goods, leaving the rest for the 
other four Points of Trade to accomplish. 

Advertising is the silent drummer that tells the public what the business 
man wants them to know about the goods he has for sale ; which suggests 
to the people to trade, and in a way peculiar to itself, literally pushes them 
into trading, without their knowing anything about it. 

Yet advertising does not directly sell goods. 

The injection of advertising into the veins of trade quickens the busi- 
ness heart. 

Advertising must be considered as one Point of Trade — no more, no 
less — as essential to the consummation of profitable trade as any of the 
other four Points ; no more so. 

So long as advertising works in harmony with the other four Points of 
Trade, and the other four Points of Trade work in harmony with each 
other, and with advertising, there is positive assurance of profitable 
business. 

It has been said that fifty per cent, of advertising does not pay as 
expected. The truth could have been told if the per cent, had been 
put higher. 



326 THE FIVE POINTS OF TRADE. 

Far more than the majority of advertising does not pay as it ought to 

pay- 
Advertising generally pays something ; give it any chance and it will 
bring some return. 

The management of advertising now-a-days is simply to make it pay 
the heaviest dividend possible, not to be satisfied with indifferent adver- 
tising and with indifferent result. 

The common remedy in business, when business is poor, is to lay the 
responsibility at the door of advertising, and to cut down advertising. 

The majority of merchants reduce advertising expense before they 
reduce any other. 

They do this when the experience of business men, whose opinions are 
worth having, because they have made continuous success from the start, 
has told them over and over again, that rightly directed advertising, 
whether it be for the retail selling of chairs or the wholesale selling of 
pianos, in dull season, in out of season, and in flush season, will do more to 
assist in legitimate, profitable sales than anything else under the business sun. 

There is no excuse for not advertising; ; there is excuse for doing poor 
advertising. The unprofitableness of advertising is not in doing too much 
of it. It is in not doing it correctly. 

It is the department where is generated the oxygen for the four other 
departments of business, that the business may not die of stagnated 
consumption. 

The proportion of trade success is reckoned by the degree of harmony 
existing between The Five Points of Trade. 

The weakness of any one Point is like the weakness of the poorest link 
in the chain. 

The most liberal advertising will not continue to sell goods if the goods 
are not worth buying. 

The best advertising and the finest quality of goods will not make trade 
if the salesman behind the counter does not know how to sell the goods 
before him. 

The salesman who does not read the advertisements of the firm cannot 
know how to sell the goods advertised. 

It is as important that the salesman should read the advertisements as 
the man who wrote them or the man who pays for them. 



THE FIVE POINTS OF TRADE 327 

One hundred dollars' worth of advertising and one dollar's worth of 
clerk-hire are as disproportioned as are one hundred dollars' worth of clerk- 
hire and one dollar's worth of advertising. 

Ten dollar men cannot fill twenty dollar positions. 

A dark, gloomy store is not the place in which to sell black velvets. 

Life in the store and dullness in the advertising refuse to produce com- 
bination result. 

Dullness in the store and life in the advertising cannot help each other. 

The happy day of things selling themselves will not arrive this side of 
the millennium. 

The fight of business is upon the battle field of hard experience, defeat, 
and victory. 

Luck may be a potent factor in occasional cases, but the man who 
depends upon luck for success is more foolish than he who would support 
his family upon the hope-to-receive profits of lottery tickets. 

Advertising let loose will never be successful. 

It is as unbusinesslike to do promiscuous advertising as it is to keep 
books without system. 

Let not the advertiser forget that unassisted advertising is well-nigh 
valueless. 

The strength of assisted and well-regulated advertising can only be 
limited by the possibilities of business. 

The Five Points of Trade cannot exist unless they live and grow to- 
gether. 

The strength of The Five Points of Trade is in their harmony. Each 
one is as important as all the others, for any four cannot exist without the 
fifth. 

The day has arrived when the business man should look his business 
fairly in the face ; to expect no more of one department than that depart- 
ment is competent to handle. 

The business man has no right to throw the responsibility of his failure 
on advertising any more than he has to throw it on any other mismanaged 
department of his business. 

Advertising is a business commodity, a member of the Cabinet of Trade, 
without which the Cabinet cannot hold a business meeting. 

The strength of the whole is in the harmony of the parts. 



Engraving 




" The next thing to the real is the semblance of it " 

NDER this chapter title must be considered together, 
wood-engraving and process or photo-engraving, for the 
two, different as they may be in method of production, 
^L^S^ 9 commercially are identical in result, and therefore cannot 
t^*^—**-* De intelligently discussed apart. 

If the advertiser is still stimulating doubts about the value of illus- 
trated advertising in periodicals, and of illustrations in catalogues, and 
other books of advertising, he has only to turn to the advertising pages of 
the leading magazines and prominent national weeklies, and to catalogues 
and printed matter of every class, to the methods of the largest and 
shrewdest of international, national, and local advertisers, to be forever 
convinced that illustrative advertising has passed beyond the need of a 
champion. 

Fully two-thirds of the announcements of every class, with the excep- 
tion of those of pronounced local character, are accompanied by one or 
more illustrations, either for the purpose of exhibiting the goods adver- 
tised, or in the form of some ornamental design, or general picture, to 
draw attention to the advertisement. 

Columns of printed description can never give so good an idea of the 
appearance of some articles of trade as can the well made picture of them. 

An illustrative advertisement must be conspicuous. It is kindergarten 
in a true sense, for it appeals instantaneously to the eye, and allows the 
eye to work with the sense of reason in the absorption of the argument of 
the advertisement. 

As strong and effective as may be an illustrative advertisement, there 
is positively no sense in illustrating any article of trade, if the illustration 

328 



ENGRAVING. 



329 



cannot do justice to the article, and will not assist in formulating the 
reader's idea of it ; and there is less than no sense in using such illustra- 
tion in a paper of general character, read by general people, when an expert 
can hardly comprehend the article advertised, by the illustration of it. 
It is far better to use no illustration at all than to use an illustration 

which does not assist the 
reader in understand- 
ing the advertisement, 
unless such illustration 
is for striking appear- 
ance, answering the 
same purpose as a blot 
of ink, or a border, with 
no more reference to the 
advertisement than the 
flags of all the nations 
on the tent of a circus. 

A picture of a woman, 
well dressed, will dis- 
play the general style of 
the dress, but it never 
can do justice to the 
quality of the silk in 
the dress. 

A stove can be illus- 
trated, if the cut be 
large enough, but a 
small picture of a stove 
is worse than no picture 
at all. If the picture 
cannot present the ornamentation and general plan, and also show that the 
stove is somewhat different from other stoves, then there better be no 
picture of it. 

The outline of a bicycle, if it be mechanical, and printed upon plate 
paper in a catalogue, will tell people how the bicycle is made, and will 
display the graceful lines, and curves, and the symmetry of its entirety, 




Plate No. 1. 



330 



ENGRAVING. 




but a small picture of a bicycle, in a periodical, printed upon three-cent 

paper, with coal tar for ink, will make 

that bicycle look as badly as any other 

bicycle, and is of no use whatever, 

except to attract the attention of the 

bicycler who has a bicycle, and to act 

as a red flag to drive away the man 

who thinks he is prejudiced against 

bicycles, and refuses to read bicycle 

argument. 

Right here, in a chapter which pur- 
poses to prove that illustrative adver- 
tising is effective, it must be shown 

that illustrations can be used to drive 

away trade. Certain people may be 

prejudiced against the bicycle, or the 

hot water heater, or steam boiler, or 

the use of mineral waters, or may 

not believe that they need to buy 
Illustrations of these articles 

may handicap the articles advertised. A 
picture of a hot water boiler, assuming 
that such a picture can be reduced and 
be effective, for it cannot in fact, will 
prevent a reader prejudiced' against hot 
water and steam heating from reading 
the advertisement. 

The majority of men have their pre- 
j u dices without foundation. They think 
they don't want a thing because they 
think they don't want it, and so they 
refuse to be argued with, and to read 
anything acting against their prejudice, 
The eye strikes the hot water boiler and 
the biased mind puts on the brakes of 
sight, when the same eye would carry its 



Plate No. 2. 



books. 




Plate No. 3. 



ENGRAVING. 



331 



owner partially, if not wholly, through a written argument, not giving 
away its entirety at the start. 

If a man will take medicine, it is a good plan to mix the medicine with 

something else. 



' ' 








he should be interested 



He will not know 
what he has taken 
until it is too late. 
This idea applies 
to advertising. 

A man may feel 
that he never has 
a right to be inter- 
ested in varnish ; 
that varnish is var- 
nish; that one kind 
of varnish is just 
as good as another. 
If the advertise- 
ment be sur- 
rounded with the 
word " varnish, " 
very likely he will 
not read the adver- 
tisement, while if 
the advertisement 
be a well put 
together and brief 
argument, appeal- 
ing to the man's 
common sense, and 
proving to him that 
n varnish, most likely he will read the greater part 




Plate No. 4. 



of it before realizing that he has become influenced by its argument. 

Nothing which has been said should be used against direct advertising, 
that is, a bold statement at the start, presenting at one blow the article ad- 
vertised, but the shrewd advertiser will never confine himself to one style 



332 



ENGRAVING. 



or plan, he will use them all, in orclsr that he may receive the full benefit 

from them all. 

The rule to follow in the use of engravings in advertising and printing 

is to use illustrations whenever 

such illustrations will benefit the 

article, and provided that the illus- 
tration is not such as will prevent 

the prejudiced man, if there be 

many of him, from reading the 

advertisement. 

Catalogues can have no excuse of 

being without illustration, unless it 

is impossible to illustrate the goods 

presented. 

Catalogue illustrations should be 

large, most of them full pages. 

They should be drawn by artistic 

artists, or mechanical draftsmen, and 

should not be made up by incom- 
petent boys and blacksmiths at the 

trade of drawing. They must be 

as comprehensive and as full as 

possible. The more illustrations in 

a catalogue, generally, the better. 

Better have too many than not enough. Better show every side of the 

article ; in many positions ; so that the business man, though a fool in his 

knowledge of mechanics, cannot err in understanding the catalogue. 

The descriptive matter should be very brief, and as non-technical as pos- 
sible, unless the catalogue is for ex- 
perts in the line of its business. If it 
is necessary to present purely technical 
matter, set it in smaller type, under 
the general heading of "brief," and 
let the description be of general char- 
acter, easily understood by every- 
piate No. e. bod)'. In this way, the catalogue is 




Plate No. 




ENGRAVING. 333 

acceptable to both classes; the common class, because the description is 





Plate No. 7. 



Plate No. 8. 



comprehensive and simple, and to the scientific class, because the brief 
gives them the technical knowledge they desire. 

Do not have the explanation too far 
jL J\ removed from the picture illustrating it. 
u %. j Generally it is advisable to surround the 

^Vvr-^* drawing of the article with appropriate 
scenery. A stove looks better in a room with 
furniture and the family, than it can appear stand- 
ing out in its mechanical plainness. 
It is, perhaps, advisable to show a mechanical cut, 
and a picturesque cut also, but do not forget that the 
setting of the article itself in the engraving has as much 
to do with its effectiveness as the identity of the 
article. 

A picture of a boy on a sled, sliding down hill, has 
action in it. A picture of the sled, without the boy 
and the hill, is mechanical and tame. A good artist can 
combine artistic surrounding with the technics of trade, 
without the one injuring the other. 

This idea of placing scenery, and other surrounding- 
matter, around a technical picture, applies even more strongly to illus- 
trations in periodical 
advertisements. In 

such advertising, the 
beauty of the picture, 
and the life and action 
in it, have more to do 




Plate No. 9. 




Plate No. 10. 



334 



ENGRAVING. 




Plate No. 11. 



in attracting and holding the 
reader's eye than the mere 
mechanical picture itself. 

If it can possibly be avoided, 
do not place mechanical cuts in 
periodical advertising, without 
accompanying them with sur- 
rounding action, and do not 
have a cut of anything plain in 
itself, and without scenery, 
when there are many other 

things looking exactly like it, perhaps illustrated the same way in the same 
periodical. 

The effectiveness of the picture depends entirely upon the ability of the 

artist to surround mechanical drawing 
with the appropriate background. 

Ornamental designs in advertising, 
which do not necessarily pertain to the 
business itself, but are purely artistic, 
and more or less striking, are to be 
often recommended. 

It is far better to use a good design 
of general character, applying as much 
to shoes as it does to shirts, than to 
attempt to make 
a design out of 
shoes when 
shoes will not 
allow such a 
design to be properly constructed. 

The reader is referred to the chapter entitled 
" Ornamental Type," for the consideration of 
borders in advertisements — a part of illustra- 
tive advertising. 

Catalogue covers must be ornamental, or 
else they must be extremely plain ; the half Plate No< 13 




Plate No. 12. 




ENGRAVING. 



335 



ij fliii ii 11 11 ii rnnroinnnr 



and half disgusts everybody. One line of type on the cover is a great 
deal better than an ornamental design, unless the ornamental design be 

drawn by an artist. Do not generally 
give away your business on the cata- 
logue cover. If your business be that 
of stoves, don't plaster your cover with 
stoves. If you can make up a design 
illustrating stoves, and yet not give a 
picture of a stove, do so, but have the 
design truly ornamental, with or with- 





out direct or indirect stove desi 



g»- 



m 
preference to forcing in a stove if the 
stove cannot be well presented. 

Remember one point, that the effective- 
ness of engraving depends on the ability 
of the artist. The artist who can make 
a good human figure, may make a failure 
in drawing a chair, or a shoe. Every 
artist is a specialist, and generally the 
all-around artist is not good for much of 
anything. Employ for your work the artist especially adapted to that work. 
The artist, who will make a sketch for a dollar, is generally a pretty 
poor artist. No artist can afford to work for a low price. It costs no 
more to engrave a poor thing than a good one, and, when engraved, it is 
yours forever. 

Better pay ten, fifteen, twenty, or twenty-five dollars for a good design 



Plate No. 14. 








Plate No. 15. 



336 



ENGRAVING. 



than to pay one, two, or three dollars for one which isn't of any 
use. 

"Whenever possible, 
let the artist draw the 
article from life, and 
tell him what the article 
is to be used for, that 








Plate No. 16. 



he may not draw in- 
appropriate surround- 
ings. 

Engraving, so far as it applies to business, is divided into three classes : 
wood-engraving and photo-engraving, steel and copper engraving, and 
lithography. The last two are considered in chapters by themselves. 

Wood-engraving is the original method of reproducing drawings, or 
pictures, to be printed, with or without accompanying type, on the ordi- 
nary printing-press, with printer's ink. 

To obtain a wood-engraving, or a wood-cut, as the printers generally 

style it, it is necessary to have" 
a drawing, or photograph, the 
latter is preferable, of the sub- 
ject to be engraved. If the drawing is for photo-engrav- 
ing, it must be drawn upon white paper, in jet black or 
India ink. Half-tone, and some other process work, includ- 
ing portraits, can be executed directly from photographs. 
Drawings, or photographs, for wood-engraving, are gener- 
ally transferred directly by photography upon box-wood, 
but if the design be simple, it is drawn directly on the box- 
wood. The drawing can be larger than the cut, or it can be photographed 
up or down to any convenient size, provided the artist has provided for it 
in his method of handling the subject. 

The accommodating camera will handle 
any drawing of reasonable dimensions, en- 
larging it if need be, or reducing it to the 
required size to be engraved, but the draw- 
ing cannot be enlarged or reduced except 
proportionately. If other than proportionate p ]a te No. 19. 



Plate No. 17. 





Plate No 



338 



ENGRAVING. 




Plate No. 21. 



change is desired, it must be 
redrawn. 

The drawing, or photo- 
graph, should be absolutely 
correct in essentials before 
the engraver begins. Slight 
alterations can be made after 

engraving is finished, but such changes are expensive. 
The expense of wood-engraving is quite high, for 
the greater part of it must be done by hand. 

No specific scale of prices can be given for wood- 
engraving, for engravers ask as much as they can 
conveniently obtain, the first class engraver charging 
more than a novice, and always maintaining his 
price. Two drawings may closely resemble each 
other, and seem, to laymen, to be equally expensive, 
and yet there may be twice as much work in en- 
graving on wood the one as in the other. 

The designing, drawing, and engraving of an outline wood-cut, say of 
about four inches square, will cost from five to ten dollars. The outside 
of a store, engraved, in about the same size, will cost from ten to twenty- 
five dollars, including the drawing, or photograph. A good engraving, 
on wood, of a stove, measuring about four inches in the perpendicular, 

will cost from 
T^^. ¥ ^^ eight to fifteen 

dollars, while 
twice as large an 
engraving would 
-'"'. probably not exceed in cost from 

twelve to twenty-five dollars. 
Type shows fairly well with 
the poorest of ink, press-work, and 
paper. An outline engraving will present 
itself as well as type-work, and will stand 
the test of the most rapid newspaper 
press, w T ith the cheapest of paper and ink. 




ENGRAVING. 



339 




Plate No. 23. 



The engraver should always be informed 

'- by the merchant to what purpose his en- 

- * '" graving is going to be used, for a fine 

wood-cut will not print well upon poor 

> paper, with poor ink, many such engravings 

appearing as mere blots when printed. 

Finely executed engravings, like those used 
in the text of the leading magazines, cost, irre- 
spective of the original drawing, for engraving alone, 
as high as from one hundred to two hundred dollars, 
the original drawings costing anywhere from fifty to 
one thousand dollars, depending upon the reputation 
and ability of the artist. 

All engravings intended for single columns should 
not be wider than two and one-eighth inches, or 
thirteen Picas, that they may fit the size of nearly every newspaper 
column, the majority of weekly newspapers allowing an electrotype two 
and one quarter inches wide, but the two and one-eighth rule is the 
safest. Magazine columns meas- 
ure about two and one half to 
two and five eighths inches. 

Printing should never be done 
from the wood-cut, but from an 
electrotype made from it. 

Photo-engraving, or that which 
is known as process work, is no 
longer a new method of repro 
duction. It is calculated to super 
sede a large percentage of wood- 
engraving. 

There are probably one hundred 
process cuts to one wood-cut in 
common use, largely because many 
subjects can be as well treated by 
photo-engraving, and the expense 
of production is much less. 




340 



ENGRAVING. 




Plate No. 25. 



Few printers possess the conventional prejudice against photo-engrav- 
ing, which prejudice, at the start, was not wholly 
unjustifiable, for the poorly executed photo-engraving 
is much more a failure than the poorest wood-cut. 

Outline, and open cuts, can be produced by either 
process, and they are to be recommended for newspaper 
advertising. 

The principal difference between wood-cut engraving 
and photo-engraving is, that a process-cut 
is not so deep as the wood-cut and the 
lines are not quite so sharp. 

If one is to carry a certain 
illustration through all of his 
advertising, and it is to remain per- 
manently with him, the extra expense 
of the wood-cut is not to be considered, but for transient 
illustrations, and for illustrations which must be done 
speedily, the photo-engraving process offers the 
greater advantage. 

Photo-engraving is executed by 
many processes, similar yet different, 
in the method of handling. The 
article to be engraved must be 

photographed, and the photograph printed 
upon zinc, copper, or gelatine, the gelatine 
process being now little used in photo-engrav- 
ing. The copper, or zinc, between the 
photographed lines, is then removed by 
the use of acids, and the plate then forms 
a matrix from which electrotypes may be 
taken, or the original plate may be used. 
Zinc and copper are almost universally 
used, the zinc process allowing the great 
daily papers to make, frequently in not- 
exceeding an hour, an illustration in out- 
line of almost any subject. 





Plate No. 26. 



Plate No 



ENGRAVING. 



341 



The half-tone cut cannot be printed in a newspaper, nor should it be 
printed upon other than coated paper. Half-tone cuts are made from wash 
drawings, that is, drawings made with a brush, where the lines do not 
show, or are made directly from photographs. This process produces the 
most delicate and softest of realistic effects, and is much used for portraits 
and views of scenery. The process is not yet fully perfected. 

Plate No. 1 presents a half-tone illustration. The paper of this book is 




Plate No. 28. 

what is known as sized and calendered. It is not coated paper, and there- 
fore this engraving does not display its full quality. 

Plates No. 2 and 3 present portraits of the same gentleman. The first 
represents a fine wood engraving of him, the last a semi-outline cut. The 
first engraving must be printed upon good paper; the second engraving will 
show well anywhere. Plate No. 2 costs to engrave upon wood in the 



342 



ENGRAVING. 



vicinity of $25.00 ; it may be photo-engraved from a drawing costing about 
$7.00 for about $1.50. Plate No. 3 would cost to engrave upon wood, 
about $10.00 ; to draw upon cardboard for photo-engraving, about $4.00, 

and about $1.50 to be photo- 
engraved. 

Plate No. 4 presents a portrait, 
cut in wood, with a dark back- 
ground. Such an engraving, taken 
from a photograph, would cost, to 
engrave upon wood about, $40.00; the 
drawing for photo-engraving process 
would be worth about $12.00; and the 
photo-engraving would cost in the vicinity of 
$3.00 ; but photo-engraving in this case would not 
be as effective as wood-cut work. A half-tone of this size, taken directly 
from the photograph, would be worth about $8.00. 

Plate No. 5 presents another portrait, somewhat lighter than that shown 
in Plate No. 3. This would cost to cut upon wood about $12.00 ; to be 




Plate No. 29. 




Plate No 



ENGRAVING. 



343 




photo-engraved, about $1.50, the 
India ink drawing for the purpose 
being worth about |4.00. 

Plates No. 6, 7, 8, present three 
well drawn outline pictures, which 
will print well anywhere, and show 
effectively under all circumstances- 
These pictures were drawn upon 
wood, but can be reproduced, sub- 
stantially as well, by photo-engrav- 
ing. They cost, engraved upon 
wood, in the vicinity of 14.00 
each; the 



drawings are 
worth about 
$4.00 each, 
and the pho- 
to-engravings 
would cost 
from $1.00 
to $1.50 
apiece, the 

Plate no. si. expense of 

this class of 
work being about the same whether done on wood 
or by the photo-process. 

Plate No. 9 is another outline drawing, which 
cannot be so poorly printed as not to look fairly 
well. This represents a process cut, the drawing 
having been made by an artist particularly proficient 
in exterior anatomy. Such an artist would charge 
for a drawing like this $5.00 or $6.00 ; it would cost 
about $4.00 to cut in wood, or about $1.50 to be 
done by photo-engraving. 

Plate No. 1 presents another outline design, which 
will print well anywhere, but is not effective in any 




Plate No. 32. 



344 



ENGRAVING. 




Plate No. 33. 



case. It illustrates a class of subject treatment which is not profitable, 
because it is not striking, and is absolutely without business meaning. 

Plate No. 11 presents an outline process cut of a shoe. The drawing 
is worth in the vicinity of $2.00 and the cost of reproduction by photo- 
engraving is about $1.50. It would not 
cost much over 50 or 75 cents more to 
produce the same thing in wood. 

Plate No. 12 presents the same shoe in 
a different position, but engraved upon 
wood. The shoe was photographed, the 
photograph transferred upon wood, the 
cost of engraving being about $6.00. A 
cut like this could not as well be repro- 
duced by process. 

Plate No. 13 represents what might be considered a semi-outline cut, 
that is, it will not print as well as a regular outline cut, but the lines are 
not sufficiently close together to prevent it from showing fairly well any- 
where. The drawing of such a cut is worth about $3.00 ; to engrave 
upon wood would cost in the vicinity of $5.00, the expense of photo-en- 
graving being about $1.50. One process is about 
as good as another for a drawing like this. 

Plate No. 14 shows a piece of furniture so drawn 
as to give the general character of 
S^^&h* the article, and yet it will print well 
anywhere. The majority of furni- 
5 being advertised in the daily papers, 
Line or semi- outline cuts should be in- 
variably used. The drawing is worth about 
$2.00 ; the engraving upon wood about 
$4.00 ; by photo-engraving about $1.50. One 
process is substantially as good as the other in 
illustrations of this character. 

Plates No. 15 and 16 are taken from the 

same drawing, the drawing being photographed 

up for one, and photographed down, for the 

Plate No 34 other, a line surrounding the small draAving, but 




ENGRAVING. 



345 



omitted in the larger. These illustrations will print well anywhere, the 
larger one, of course, being more open, will be more striking when 
printed with poor ink upon poor paper. These pictures illustrate what 
can be done with the same drawing, it being made to fill two different 
sized spaces, substantially filling one as well as the other. The drawing 
is worth about $10.00. The first class artist in children would probably 




Plate No. 35. 



charge $15.00. The small cut would cost to engrave upon wood about 
$6.00, the larger cut about $8.00, the smaller cut photo-engraved about 
$1.50, the larger cut about $2.50. 

Plate No. 17 presents a vignetted picture, allowing the type to go par- 
tially into the picture. Pictures of this class are particularly effective 
in commercial work, arid are generally to be used. The drawing is 
worth about $5.00, cut on wood about $6.00, photo-engraved about $1.50- 



346 



ENGRAVING. 



Plate No. 18 displays, in the most reduced form, the same article as is 
presented in Plate No. 13. A corset, or waist, cannot be cut down 
smaller than is shown in this plate, which plate will print anywhere, 
because it is exceedingly open for its size. A drawing like this is worth 
about $2.00, cutting on wood or photo-engraving about 11.50. 

Plate No. 19 presents a hot water or steam boiler. In this size the 
picture does not show the character of the boiler, and is substantially 




Plate No. 36. 

worthless. The drawing will cost about $2.00, cutting on wood about 
13.00, photo-engraving about $1.50. 

Plate No. 20 presents an interior office view. The cost of such a draw- 
ing would probably exceed $30.00 or $40.00, the expense of cutting 
on wood would not be less than $75.00, although some cheap engravers 
might attempt it for $50.00 or $60.00. To engrave it would cost about 
$6.00 or $7.00 by the ordinary photo-engraving process, and about $8.00 
in half-tone. Either process would be effective, the wood-cut being pre- 
ferred for general use, the half-tone cut if it is to be printed upon coated 



ENGRAVING. 



347 




Plate No. 37. 



paper, and the ordinary 
process cut if the party 
does not care to o-o to 
extreme expense. A draw- 
ing may be cnt on wood 
from the original photo- 
graph, and thns largely save in expense of 
sketching. 

Plates No. 21 and 22 present two out-of- 
door scenes, with life and action in each, the surroundings being appro- 
priate. The expense of each of these drawings would be about 815.00, 
wood-cutting about 815.00, photo-engraving about $2.00. 

Plate No. 23 gives an illustration surrounded by appropriate scenery. 
There is life and action in the picture. 
The drawing is worth about $10.00, 
cutting on wood about $5.00, photo- 
engraving about $2.00. Either 
process is acceptable. 

Plate No. 21 is in semi-outline, and 
will print well anywhere. The origi- 
nal drawing is worth about $4.00, 
engraving upon wood about $6.00, 
photo-engraving about $2.50. It 
makes little difference which process 
is used. 

Plate No. 25 presents a picture without scenery. It looks well because 
the subject illustrates itself, but appropriate scenery in the background 
would increase its value. The picture costs to draw in the vicinity of 
$7.00, to cat on wood 
about $6.00, to photo- 
engrave about $1.50. 

Plate No. 26 does 
not need surroundmo* 

o 

scenery, as it has action 
in itself. The original 
drawing is worth about Plate No< 39# 




Plate Xo. 38. 




348 



ENGRAVING. 




Plate No. 40. 



$5.00, because the figure must be 

proportioned rightly, and a good 

artist only can draw it. Engraving 

upon wood about $4.00, photo- 
engraving about $1.50. 

Plate No. 27 is so arranged that 

type can partially set into it. 

The drawing is worth about $10.00, 

engraving upon wood about $12.00, 

photo-engraving about $2.00. 

Either process would be acceptable. 

Plate No. 28 shows another interior view, sufficiently in outline to 

print well almost anywhere. The drawing is worth about $20.00, if the 

figures are well drawn, they being 
the difficult parts of it. To cut on 
wood it would cost about $20.00, 
photo-engraving about $4.00. 

Plate No. 29 can be accomplished 
by either process. It will print well 
anywhere. The shade at the right 
had better be left off. The original 
drawing is worth about $3.00, cutting 
on wood about $4.00, photo-engraving 
about $1.50. 

Plate No. 30 presents a sea of 
faces, interesting in that no two are 
alike. The drawing must be done by 

an artist who understands facial characteristics. 

This picture will print well anywhere. The original 

drawing is worth about $20.00, cutting on wood 

about $16.00, photo-engraving about $3.00. 

Plate No. 31 presents a mechanical cut of apparent 

life, for the two hands certainly belong to someone. 

This cut is extremely effective, and can be used 

in any size. As engraved, it will print well any- 
where. It should be slightly more in outline if for 




Plate No. 41. 




Plate No. 42. 



ENGRAVING. 



349 




Plate No. 43. 




Plate No. 44. 



newspaper advertising exclusively. The 
original drawing is worth about 110.00, 
wood-cut about $9.00, a process cut about 
62.50. 

Plate No. 32 well illustrates an article 
interesting to men's outfitters. In cuts 
of this kind great attention should be 
paid to detail. This 
picture was drawn 
from a model, and is 
supposed to be cor- 
rect in its propor- 
tions. The original drawing is worth $ 10.00, the 
wood-cut would cost about $12.00, the process en 
graving about $2.00. The wood-cut is somewhat 
preferable here. 

Plate No. 33 is a mechanical one, but is too fine to 
print well except in well printed publications. The original drawing is 

worth about $5.00, 
engraving upon wood 
about $6.00, photo- 
en g r a v i n g about 
$1.50. It had better 
be engraved on wood. 

Plate No. 34 is suf- 
ficiently in outline to 
show well no matter 
how poorly printed. 
The subject must be 
drawn by an artist of 
ability, who would 
probably charge about 
$10.00. The engrav- 
ing upon wood will 
cost about $6.00, photo- 
piate No. 45. engraving about $2.00- 




350 



ENGRAVING. 



Plate No. 35 presents a building engraved on wood. The drawing is 
worth about 120.00, to be photo-engraved about 
14.50 ; to be cut on wood in the vicinity of 
$40.00. Either process answers the jxirpose, 
but wood-cutting is preferable. 

Plate No. 36 displays a process cut made 
from pen drawing. The drawing is worth 
about $10.00, to cut on wood about $20.00, to 
photo-engrave about $2.50. 

Plates No. 37, 38, 39, 40, 41, 42, 43, 44 and 
45 present artistic designs which can be used in 
commercial printing and in catalogues in 
the embellishment of the pages. Every type 
founder carries a large number of similar designs 
in regular stock, and from him they can be 
purchased, at from fifty cents to two or three 
dollars. They are preferable to original designs, which are liable to be 
very much inferior. 

Plate No. 46 shows inferior work. It prints well in this book because 
this book is fairly well printed, but poorly printed, this cut would show 
that it is done by some cheap process in the most careless way. 




Plate No. 46. 




Plate No. 47. 



Plate No. 48. 



ENGRAVING. 



351 




Plate No. 49. 

drawing is worth about 
grave about $2.00. 



Plates No. 47 and 48 represent a style 
of extremely plain, and as effective, trade- 
mark cuts. They will print well under 
all conditions, are " eye catchers," and can- 
not fail to be seen anywhere. The design 
depends upon the ingenuity or luck of the 
artist. The drawings will cost about $3 
each, to engrave on wood about $4 each, 
to photo-engrave about $1.50 each. 

Plate No. 49 presents a perfectly drawn 
technical cut, showing in quality in direct 
contrast with the inferior work of Plate 
No. 46. To engrave on wood about $10. 

Plate No. 50 illustrates a realistic style 
of both wood and photo-engraving. The 
to engrave on wood about $8, to photo-en- 




Plate No. 50. 




Steel and Copper Engraving 



" Alone in native richness " 

TEEL and copper engraving differs from other methods of 
business-printing in the peculiarity of its process, and the 
expense attending its production. 

Steel and copper engraving are practically analogous. 
A steel, or copper, plate consists of a piece of steel, or 
copper, not over one quarter of an inch thick, smooth, and polished upon 
one side. 

The engraver, with a sharp instrument, cuts the lettering, or design, into 
the plate. In printing, the entire plate is inked, the ink being forced 
into the engraved crevices. The plate is then washed with benzine, 
polished with whiting, the paper, or card, to be printed is placed over the 
plate, and a press of great power, generally a hand press, forces the card 
and plate together, sufficient power being used to drive the ink in the 
crevices on to the card, or paper, to be printed. The process is slow^ 
generally requiring two men. The plate has to be inked, washed, and 
polished for each impression, and no method has been devised for rapid 
work, the most expert workman being hardly able to print more than 
three or four hundred impressions in an hour. 

Copper plates cost to engrave, for script type, from seventy-five cents to 
a dollar, a line, for long lines ; and from thirty-five to fifty cents for short 
lines ; fancy lines costing two or three, and sometimes as much as twenty- 
five, dollars. 

Steel engraving costs somewhat more than copper. A steel plate will 
generally produce fifty thousand impressions. A copper plate will seldom 
allow more than five thousand, the minimum limit being as low as two 
thousand. A fresh copper and steel plate will produce about the same 

352 



STEEL AND COPPER ENGRAVING. 353 

quality of work, but the copper plate does not retain its sharpness after the 
first few hundred impressions, while the steel plate holds its own into 
the thousands. 

The usual cost of press-work for engraving, for small card jobs, is one 
cent per copy, generally including stock. On large runs, the cost can be 
brought down to one third of a cent per impression, the stock not included. 

For visiting and business cards, high grade invitations, bill-heads, and 
other engraved work, where only a moderate number will be required, and 
for all transient work, the copper plate, considering its cost, is to be 
recommended, but for work to run into the thousands, a steel plate is 
much cheaper in the end. 

There is nothing richer, handsomer, and more truly in good taste, than 
steel and copper engraving. No method of engraving has ever been 
known to approach it, as sharp lines cannot be produced in any other 
way, and there is a certain distinctness, as well as artistic strength, about 
steel and copper engraving, liable to mark the true business taste of the 
man who uses them. 

Lithography has attempted to imitate steel and copper engraving, and 
it has succeeded, in a way. Concerns issuing large numbers of bill-heads, 
and other standard commercial printing, will generally find it good 
business policy to use lithography, in imitation of steel and copper work, 
on account of the heavy saving of expense. 

Lithograph}- has been very successful in reproducing light faced script 
lettering. It has not been as successful in reproductions of elaborate designs. 
The first class black and white lithographer, who will persist in using only 
the lightest faced letter, and generally all script, can produce a result so 
close to the average grade of steel and copper engraving as to be fre- 
quently taken for the genuine. 

Lithography, however, is only to be recommended where the edition is 
very large, for the first expense of engraving upon stone is much greater 
than the first expense of engraving upon copper, unless the design be 
extremely elaborate. 

The professional card should always be engraved, and engraving is to 
be recommended for the majority of business cards. Travelling salesmen 
prefer engraved work, claiming that it assists them in receiving business 
recognition. 



354 STEEL AND COPPER ENGRAVING. 

Many large concerns use engraved bill-heads, preferring to go to the extra 
expense on account of the definite characteristic such a bill-head gives a 
concern. 

Considered commercially, engraved work is simply a step higher, 
artistically, than the highest grade of letter-press work, and is to be 
recommended in every case where one can afford to go to the expense, 
and the work is to be received into the hands of ladies, or people, of the 
upper crust of society, and of all apers of society. 

The announcement of a millinery opening can be beautifully printed 
upon fine paper, with new type, and perhaps will answer the purpose, but 
it cannot compete with the engraved invitation, which shows its richness 
upon its face, and is sure to gain more respect from the recipient than the 
most artistically arranged letter-press creation. 

The idea of restricting the letter-head to the smallest amount of printed 
matter, placing it in the corner, where it is conspicuous on account of its 
minuteness, shows the true artistic and business sense of the merchant, 
and gives a strong identical character to his stationery. 

Steel and copper plates, by being deeply cut, will produce embossed 
work, of all the sharpness of the ordinary engraving, with the increased 
advantage of raised letters. This class of work is very rich, and is to be 
recommended for letter-heads and envelope corners, and frequently looks 
well for headings in engraved invitations, showing, as it does, in the 
strongest contrast with flat work. Embossed lines should never be long, 
and there should be few words in them. 




Electrotypes and Stereotypes 



" They tell the story many times " 

HE advertiser doesn't care how electrotypes and stereotypes 

are made. It is his business to leave that part of his 

business to those who understand it. Electrotypes and 

stereotypes are to him a means to an end, and it is for 

him to get the best he can for the smallest sum of money. 

In respect to the researching advertisers, who care for nothing unless 

they know how it is made, a very brief and non-technical description of 

the manufacture of electrotypes and stereotypes is presented. 

Electrotypes, as their name indicates, are produced through the assist- 
ance of electricity. An impression of the type, cut, or other matter to 
be electro typed, is taken in wax of medium consistency. This impression 
is dusted, or sprinkled, with graphite, the same material as is used in mak- 
ing lead pencils, and which, in powder form, is supposed to be infinitesi- 
mally fine. This fills into every crevice of the impression in the wax, and 
practically covers the impression of the thing to be electrotyped with a 
metallic coating. This mould, properly secured, is placed in an electric 
bath of copper dissolved in acid, and plated, the same way that spoons, or 
any other articles, are plated. It remains in the bath until a film of copper 
has been deposited, sufficiently thick to allow it to be handled by itself, 
the strength of the electrotype largely depending upon the thickness of 
this copper. It is then taken out, and the inside filled with type-metal, 
the type-metal answering, substantially, the same purpose as the copper 
would, and being much cheaper. If the electrotype is to be mounted on 
wood, the lead is only about an eighth of an inch thick. The electrotype 
is then fastened upon the wood with screws or nails, planed on the bottom 
and sides, so as to be on the square, and of the right height, and the 
electrotype is ready for the printer. 



356 ELECTROTYPES AND STEREOTYPES. 

Stereotyping is more simple than electrotyping, there being, substan- 
tially, but one process. The form to be stereotyped has an impression 
made of it in plaster, or papier-mache, and molten type-metal is poured 
over it, and allowed to harden, the making of stereotypes being, generally, 
the same process as the casting of anything in metal. After the castings 
are made, the stereotypes are mounted as electrotypes are. Stereotyping 
is a very rapid process, and has been brought down, in practical use, to a 
period of not exceeding four minutes, many of the daily papers being able 
to produce stereotypes, ready for the press, in not much over twelve 
minutes, hardly four minutes being used in the work of casting. 

Stereotypes do not figure much in advertising, for they cost nearly as 
much as electrotypes, and are not as serviceable, nor can they preserve 
the identity of the fine lines, or produce as clean cut impressions. 

Stereotyping, today, is very largely confined to the large daily papers, 
which never print from type, stereotyping allowing them to handle enor- 
mous editions, and to keep several presses printing the same thing. 

The cost of electrotyping averages from fifteen to twenty-five cents per 
square inch, for the first inch, and from three to five cents per square inch 
for each additional inch, this price referring to small orders of two or 
three, or a half dozen, electrotypes. When ordered in lots of a hundred, or a 
thousand, first class electrotypers make large discounts from transient prices. 

There are three grades of electrotypes. The extremely poor grade has 
no excuse for existence, and is used largely by patent medicine concerns 
in their advertising in cheap country weeklies ; these electrotypes have a 
very thin film of copper which frequently peels off ; they are no better 
than the ordinary stereotype, and inferior to the first class stereotype. 
The second grade of electrotype includes those commonly used by adver- 
tisers, that is, a very fair grade, which will produce good results, and last 
about as long as is necessary. There is little necessity in going above the 
medium grade in advertising electrotypes, for the use which the electro- 
types are put to does not require the highest quality, and the expense of 
the highest quality is not warranted. The third class of electrotypes are 
those of the highest grade, generally reproductions of fine wood-cuts, and 
other matter, which must be printed in the extreme excellence of press- 
work; these do not figure much in advertising, and need not be con- 
sidered. 



ELECTROTYPES AND STEREOTYPES. 357 

The middle grade electrotype, with care, will clearly give from one 
hundred thousand to two hundred and fifty thousand impressions, the one 
hundred thousandth impression nearly as clear as the first one, the wear 
being somewhat noticeable after the hundred and fiftieth thousand is run, 
and generally the electrotype is used up beyond the two hundred and fifty 
thousandth. 

Electrotypes are positively essential in advertising, for the best modern 
advertisers seldom depend upon the publication for the setting of their 
advertisements. They employ some expert printer, and send their adver- 
tisements out in electrotypes. 

No matter how good the composing room of any publication may be, if 
the advertisement is not of extended size, the advertiser will gain far 
more than the cost of the special composition and electrotype by employ- 
ing a first class job-printer to set up his advertisements, for he will not only 
get a better result, but he will obtain a difference in style from that used 
in the publication office. 

The carrying of a standard style of commercial printing necessitates the 
use of electrotypes. Frequently the local printer has not the type nor 
the skill to produce the best results, and the business man sends to some 
expert printer who thoroughly satisfies him, sending to the local printer 
electrotypes, which the local printer can handle, if he be an experienced 
press-man. 

There are, in the country, a number of electrotypers who make a spe- 
cialty of cheap electrotyping. Their work is of the most flimsy character, 
is not good for much of anything at the start, and breaks up or wears out 
at the first provocation. No matter how cheap the price may be, this 
work is generally expensive in the end, and is not to be recommended. 

Electrotypes are made up in three ways : first, the solid electrotype ; 
second, the electrotype mounted upon wood ; third, the electrotype of all 
metal, with the greater part of the bottom scooped out, to avoid expense in 
stock, and to make it lighter, thereby saving materially in mailing. So 
far as durability is concerned, it makes very little difference how the 
electrotype is mounted, provided a fair quality of wood is used. 

Some publications will not take wooden bottom electrotypes, and the 
advertiser is obliged to send solid ones, and generally those with the bot- 
toms more or less scooped out. The larger publications, however, electro- 



358 ELECTROTYPES AND STEREOTYPES. 

type or stereotype everything, and are therefore willing to use wooden 
bottom electrotypes. The wooden bottom is all right, if the electrotype is 
securely fastened to it. 

In sending electrotypes to publications, full instructions should be sent 
at the same time, by mail, or otherwise, enclosing a proof of the electro- 
type, that there may be no mistake. 

Electrotypes should be carefully packed when mailed, and a piece of 
thick blotting paper, or pasteboard, should be fastened over the face. The 
name and address of the sender should always be written on the outside 
of package. 

Electrotypes are merchandise, and cost one cent an ounce for mailing. 



Lithography 



" There is life in color 




HE term lithography includes four somewhat similar results, 
the methods being practically the same : imitation of 
water colors, imitation of oil paintings, black work upon a 
white background, and black printing with shading and a 
background of a not very pronounced tint. 
Water-color lithography is for delicate work, for reproductions of 
ivater-color paintings, and other designs where it is the desire of the ad- 
vertiser to present dainty pictures, running close to the line of high art. 
The first class lithographer in water-colors can so reproduce a fine water- 
color painting that its average viewer can hardly tell it from the original, 
and many an artist, unless he examines the reproduction closely, is not 
able to distinguish the imitation from the real. The process of roughen- 
ing the paper, after it is printed, thereby blending the colors, and giving^ 
the soft appearance of brush work upon rough or soft paper, practically 
disguises lithography, and presents the receiver with substantially as true 
a picture of the subject as the original can be. This method of water- 
color reproduction is somewhat new, and is being used very extensively 
by the better grade of advertisers, for it lifts lithography out of the 
conventional rut, disguises its faults, and presents pictures, and orna- 
mental sketches, of true depth of artistic feeling. 

Lithography, in imitation of oil painting, is the common method. This 
method is divided into two classes ; viz., the true imitation of oil, and the 
flat work more commonly used in labels or show cards, and reproductions of 
the cheapest grade. An oil painting, in close reproduction of the original, 
is as much a work of art as the imitation water-color, but to reproduce a 
fine oil painting, to the credit of the painter, requires a large number of 

359 



360 LITHOGRAPHY. 

printings, and the nicest care, and when the result is reached, it seldom 
has the depth of artistic feeling, which the genuine canvas has. Some 
lithographers have been able to apparently reproduce the brush marks, and 
in that way present imitations of oil paintings worthy of the highest 
commendation, but this work is so expensive as to be hardly considered 
commercial. The cheaper imitation of oil painting furnishes the bulk of 
lithography. Most of the work in large posters, labels, hangers, calendar 
mountings, and the great multiplicity of color manufacture is classified 
under this general heading — an elastic one, it is true, but having its own 
identity in its contrast with the water-color reproduction. 

The ordinary black and white lithography, that is, black upon white, 
comprises imitation steel and copper engraving, and other work, where it 
is desirable to produce the soft effect of stone engraving in preference to 
letter-press printing. 

The fourth class is confined largely to portraits, reproductions of news- 
papers, and other things of one primary color, thrown into stronger relief 
by shading and neutral tints. 

In lithography, two things must be considered. Sometimes it is impos- 
sible to use both of them in the same reproduction. Shall the lithograph 
l)e startling and effective in the broad treatment of its colors, and the 
size of its lettering, or shall it be softened, the lettering not so prominent, 
and an artistic design brought into stronger relief than the mere adver- 
tising part of it. The first class artist can sometimes combine both of 
these essential features, and fortunate is the advertiser who can obtain 
such a design. 

The value of lithography in advertising has passed from probable 
necessity into an unquestionable and absolute commodity. There are few 
national advertisers who do not use the largest editions of color work, and 
who have not persisted in this line of advertising for a number of years. 

Lithography does not take the place of periodical advertising, but in 
connection with periodical advertising it gives an increased value to it 
which periodical advertising alone cannot possess, nor can lithography 
without periodical advertising. 

No matter how truly artistic, refined, and delicate may be the repro- 
duction in black and white, there is something about color which the 
eye cannot refuse to see, and which appeals, through the eye, to the 



LITHOGRAPHY. 361 

understanding, in a way impossible for the purchasing mind to resist it. 

The finest engraved picture in one color will not be preserved, except 
by a conservative few, while a much poorer reproduction in color will be 
appreciated, even though the colors may not have been arranged by a true 
artist, and there be something even inartistic in them to the tasty eye. 

The advertiser may be an artist. He may have a true sense of deep 
refinement, and for that reason believe that the public desires those things 
which he loves. He must come out of himself to see other people as they 
are, and then he will be convinced that color, for about everything in the 
way of advertising, posters, signs, hangers, calendar mountings, or almost 
anything else, will do more good in business bringing than anything pos- 
sible in mechanical reproduction. 

Lithographs are expensive if ordered in small quantities, but when 
ordered in large editions, the cost is greatly reduced. A picture costing 
fifty cents to present in lots of a thousand, may not cost more than ten 
cents in quantities of one hundred or two hundred thousand. After the 
two hundred thousandth line is reached, there is no great reduction 
between that and a million, the millionth line presenting another reduc- 
tion, but beyond that, there cannot be a much lower proportionate price 
quoted. 

Everything depends upon the design. It costs as much to engrave a 
poor design as a good one, and it takes, generally, just as many colors. 
The expense of printing and paper is the same, but the result and 
effectiveness entirely different. 

Advertisers should remember that frequently an extra printing will 
give a character to their work impossible to attain in a limited number of 
printings, and that the additional expense of this extra printing is not 
sufficient to debar its use. 

The majority of labels, and other cheap lithographs, require from three 
to six printings. The average colored card, representing a kitchen scene, 
a parlor scene, or any other of that kind, supposed to present some goods 
advertised, generally requires from five to eight printings. Views of 
scenery can seldom be reproduced in less than six printings, and often 
demand as many as from nine to twelve. 

Almost any subject can absorb as many printings as the advertiser is 
willing to pay for. The reproduction of a water scene might not require 



362 LITHOGRAPHY. 

more than six or eight printings, and yet twenty-five could be used, but 
for commercial purposes that number would be a waste of money, for 
probably one or two extra printings, if the advertiser be willing, would 
give, substantially, as good a result, the advantage of the additional 
printings after these being wholly appreciable by criticising artists. 

Probably the largest number of printings ever used in the reproduction 
of any painting has not exceeded forty-two, the subject being one requir- 
ing a great many colors, and shades of colors, and reproduced for sale, not 
to be given away as an advertising novelt} T . 

It is better to have too many printings than not enough, for many a 
good sketch has been deliberately spoiled by the practice of too much 
economy in the number of printings. A sketch can be drawn which can 
be reproduced in eight printings, when another sketch, of a similar sub- 
ject, by another artist, will require twelve printings for its reproduction. 

The advertiser should decide about how much he desires to pay for a 
lithograph. Then he should have a sketch made coming within his price. 
He should tell the lithographer frankly what he wants, so that the lithog- 
rapher may be able to meet him if it is possible. 

Many a merchant becomes very much taken with some particular 
design, desires it reproduced, and is disappointed because the six printings 
he paid for will not give him a picture of the quality he desires. He can 
not obtain more than he pays for, and if he is unwilling to pay for two or 
three extra printings he must not expect close reproduction in his picture. 

The modern tendency is to color about everything. 

A catalogue cover, presenting a design, or some scene in color, will 
make the catalogue be preserved longer than can the most beautiful cover 
in one color, unless it be of a most expensive engraving, and even then 
the average woman and child will keep a colored covered catalogue, if the 
design be fairly artistic, when they will throw away something more 
expensive in one color. 

Merchants must remember that the catalogue is thrown down upon the 
table, desk, or somewhere else, and that if the cover be attractive it will 
be picked up, but if it be unattractive, the catalogue may never be opened 
by visitors at the store, or at the home. 

A cover containing nothing but lettering, with technical illustra- 
tions of machines, and other articles of trade, is worth comparatively 



LITHOGRAPHY. 363 

little compared with the cover which presents something pleasing to 
the eye, something to be studied, and does not give way to bill-board 
lettering, and mechanical' drawings. 

The catalogue cover, no matter what the catalogue may illustrate, 
should be handsome, pleasing, and need not so illustrate the business as to 
be handicapped by its own trade. 

The man advertising a furnace can much better use a picture of a 
home scene than a mechanical drawing of his furnace, or an orna- 
mental design in color representing fire and warmth, in preference to 
vignetted and mechanical pictures of the different lines of furnaces he 
sells. 

Outside of commercial printing, there is no class of printing which 
cannot be as well, or better, done by lithography than by any other 
method. Lithography does not take the place of letter-press work ; it 
simply adds something to it. It acts as an introducer ; it focuses attention. 

A few lithographers carry in regular stock, at all prices, very pretty 
card, and other designs suitable for general distribution, with ample room 
for a neat business card. 

There is no practical limit to size, style, or design of lithography ; the 
colored hanger, label, poster, card, cover, frontispiece, map, chart, picture, 
and trade mark, all have their all important parts in the volume of the 
ever brilliant book of eye-attracting, money-bringing lithography. 

To those who are not familiar with the process of lithography, the 
writer presents, briefly and non-technically, a description of how litho- 
graphs are made : 

Lithography consists of drawing upon stone, the stones being from 
two and one fourth, to four, inches thick, of convenient size. There 
are two grades of lithographic stones, a soft, yellow stone, used gener- 
ally for poorer grades of work, and a pearl-gray stone which is harder, 
and possesses fineness of grain, allowing for the most delicate work. 

The printing is done from the stone itself, although the original stone 
is seldom used, as transfers are made from that stone to other stones, the 
original being kept for making more transfers. 

After the drawing on stone, it presents, to the hand passed over it, a 
perfectly smooth appearance, the drawing practically not being any 
higher than the stone upon which it is drawn. 



364 LITHOGRAPHY. 

The drawing is done in oily ink. Water will not stick to oil, and oil 
will not stick to water. 

The lithographic press is arranged with two sets of rollers, one made 
of felt, and kept constantly moist, the other like the usual printing 
roller, and covered with ink. The stone passes under the felt rollers 
first, which moistens the entire stone with water, the water not stick- 
ing to the drawing. The stone then passes under the inked rollers. 
The ink does not stick to the water, and it does stick to the drawing, con- 
sequently the drawing is inked, and the rest of the stone is not. The 
stone is then pressed against the paper to be printed, the whole process 
being similar to that of the usual cylinder printing-press, only that there 
are two sets of rollers, the presses are generally better made, and more 
care is taken in the printing. 

Crayon or chalk is used in drawing, the crayon being made of tallow, 
wax, hard soap, or shellac, colored with lamp-black. The mixture is 
melted, and then moulded into crayon shape. The work made on the 
stone is generally drawn with these crayons, or with ink made of the same 
chemical substance. 

If the work is to be an engraving it is engraved into the stone with a 
steel point or diamond, but this method is used only for letter and bill- 
heads, checks, etc. 

After the drawing is finished a solution of gum arabic and nitric acid is 
poured over the stone which neutralizes the alkali in the drawing, leaving 
the remainder of the drawing insoluble in water. The acid does not 
affect the portions of the stone containing the drawing, but makes the 
balance of the stone more porous and of greater capacity in water absorp- 
tion, leaving the lines sharper, and in the very slightest relief. 

Lithographs require as many printings, and as many stones to print 
from, and as many separate drawings, as there be colors and tints in the 
finished picture. A lithograph of ten printings requires ten stones, one 
printing for each stone. 

The artist first makes what is known as the keystone, that is, he 
draws upon stone the general outline of the entire picture, this stone 
acting as the key, or guide, for the proper gauging of all the color stones 
used. 

The drawing upon stone is in black, no matter what color the stone 



LITHOGRAPHY. 365 

may print. The same stone can print any color, it simply being a ques- 
tion of what ink shall be used in the printing from that stone. 

After the keystone is drawn, the artist draws as many stones as there 
are colors and tints to appear in the work, each stone having drawn 
upon it that part of the picture which must be printed in a certain color, 
or tint, and the colors are printed, one at a time, the utmost care being 
taken in gauging the sheets so that the color will strike in its proper place, 
and nowhere else. 

In reproductions where there are more than ten printings, several stones 
are used for toning and tinting, which are not of definite color, but which, 
when combined with other colors, give a softening and realistic effect, 
impossible in definite color printing. The blending of two colors together, 
that is, the printing of one color upon another, frequently gives another 
color, and enables the lithographer to produce more apparent colors in his 
picture than the actual number of printings. The order of printing the 
colors depends entirely upon the subject. 

In this chapter are shown black proofs of the keystone, of the sixteen 
stones used in printing, with illustrations of combinations, and of the 
finished lithograph of the famous picture, known as Mrs. President Harri- 
son's " A White House Orchid." After each cut is appended the order 
in which it is used, and the color it prints. 

It is impossible to give the best idea of this process without the use of 
color, and the printing of these sixteen colors in a book like this would be 
too complicated and costly to warrant the expense. The black and white 
proofs, however, present an intelligent idea. 



366 



LITHOGRAPHY. 





■ : - 



KEY STONE. 



FIRST STONE. 

Color to be printed from it, pale yellow. 




r 






SECOND STONE. 

Color to be printed from it, yellow. 



THIRD STONE. 

Color to be printed from it, dark red. 



LITHOGRAPHY. 



367 







,?* r, 






FOURTH STONE. 

Color to be printed from it, dark green. 



^ 






FIFTH STONE. 

Color to be printed from it, light brown. 



+ 




vP "HI 



% 



-V 



'S? 



^ 4 






Combination of the first five colors. 



SIXTH STONE. 

Color to be printed from it, dark brown. 



368 



LITHOGRAPHY. 




■'• •/ 



r . ? * 



SEVENTH STONE. 

Color to be printed from it, light green. 



EIGHTH STONE. 

Color to be printed from it, light pink. 



\ 



v 0% 



\; 




r> 



21 t> v 



NINTH STONE. 

Color to be printed from it, light gray. 



TENTH STONE. 

Color to be printed irom it, red. 



LITHOGJLiAPHA, 



3t>9 





Combination of first ten colors. 



ELEVENTH STOKE. 

Color to be printed from it, soft gray. 





TVELF T H STONE. 

Color to be printed from it, warm gray. 



THIRTEENTH STONE. 

Color to be printed from it, dark gray. 



370 



LITHOGRAPHY. 




FOURTEENTH STOKE. 

Color to be printed from it, greenish gray. 









\i 






^N 






FIFTEENTH STONE. 

Color to be printed from it, light purple. 





SIXTEENTH STONE. 

Color to be printed from it, pale buff. 



FINISHED PICTURE. 

Sixteen printings. 



H 



W 



...^"' 







X 



^ ^ 



* 



'*9ul 



?3^ 






VIEW FROM LOOKOUT MOUNTAIN. 
By the courtesy of G. H. Buek & Co., Lithographers, New York. 




© 



<£) 



LiJt10G^PnE.R5 

and p R | NTER s 

52-56.ParkPlace 




PEeiALTY 




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1 s 

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in 

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CO 



DONALDSON BROTHERS, 

Lithographic Steam Printers, 

FIVE POINTS, 
NEW YORK CITY, 



The very best quality of Lithographic work 
at reasonable prices. 

CORRESPONDENCE SOLICITED. 



oooooooooooooo 



Calendars 



" The heritage of Time is theirs " 




ONVENTIONAL — everybody admits it — used everywhere, 
issued by about everybody, and distributed universally — 
calendars, the great standard organs of letter-press adver- 
tising, antiquating 
others, 



about all 
destined to live forever. 

There is not a business man, nor 
a clerk, nor a professional man, 
nor a woman, nor a school boy, 
nor a school girl, who isn't the 
possessor of one calendar, in use, 
and probably of half a dozen calen- 
dars. 

Less than one ten thousandth of 
half of one per cent, of the calen- 
dars in use are bought and paid for. 
Extravagant, indeed, must be the 
business man who dares buy a calen- 
dar. He has as many calendars as 
he can use, and very probably issues 
calendars of his own. 

The elaborate calendar has its 
place, because its style forces recog- 
nition. 

The plain black and white calen- 
dar, artistic only in its simplicity, 




Plate No. 1. 



381 



382 



CALENDARS. 



has its value, because it tells the story of the days, without embellish- 
ment. 

There never has been a calendar of use- 
lessness. 

Calendars have been, and always will be, 
good methods of advertising, their adver- 
tising value depending upon their appro- 
priateness for the purpose used. 

A calendar can be too elaborate for one 
business and too plain for another, but the 
idea of a calendar is business, and has 
always brought business to the giver. 

The distribution of calendars, years ago, 
was largely confined to insurance com- 
panies. Today, everybody issues a calen- 
dar. The plumber vies with the stable 
man, and the national bank stands along- 
side of the retail shoe store, in competi- 
tive calendar distribution. 











JANUARY, 1893. 




S 


M 


T 


W 


T 


F 


S 




I 


2 


3 


4 


5 


6 


7 






8 


9 


10 


IX 


12 


13 


14 






15 


16 


17 


18 


19 


20 


21 






22 


23 


24 


25 


26 


27 


28 






29 


30 


31 


■ 


■ 


■ 


■ 











Plate No. 2. 



The calendar makes a place for itself. 
It interferes with no method of advertis- 
ing. It simply stands by itself, to be 
used, or not used, as the advertiser may 
elect. 

However elaborate the ornamental em- 
bellishment of a calendar may be, the 
figures, and that part of the calendar 
which make the calendar, must be plain 
and distinct. A calendar may be mounted 
upon velvet, it may be framed in gold, 
it may be surrounded by ornamental 
designs climbing close to the apex of art, 
but the calendar itself must be a calendar. 
If it is anything else, it defeats the object 
of its creation. 

The great mistake made by many 



'93 



Jan. 



Feb. 



March 



April 



May 



June 



'93 



July 

Aug. 
Sept. 
Oct. 
Nov. 
Dec. 



2425 
31... 



Plate No. 8. 



CALENDARS. 



383 




calendar makers is, that they attempt to carry the artistic display of 
calendar embellishment into the calendar itself, forgetting that the calen- 
dar has one mission to fill first, that of being useful, before it pleases the 
eye by its general artistic 
attractiveness. 

The wall calendar, the cal- 
endar to be hung up, must 
not be too small. The figures 
must be large enough to be 
seen at a distance of not less 
than six feet, or the calendar 
has no right to a position on 
the wall, and will generally 
be thrown away immediately 
upon its receipt. 

Over-originality should 
never be attempted in the 
manufacture of the calendar 
part of a calendar. The con- 
ventional idea must be pre- 
served. A tinted paper can 
be used instead of white, and 
changes may be made in the 
style of the figures, but the 
old fashioned idea of plain 
type, and method of arrange- 
ment, must be preserved, or 
the calendar is valueless. 

The attempt at silly origi- 
nality, by some calendar 
makers, of placing the days 
at the side instead of at the 
top, is confusing, and is a 
pretty fair guarantee that the calendar will not be preserved. 

Generally, the calendar which is preserved is the calendar which com- 
bines beauty with strong effectiveness. 



The ruddy-cheeked full- 
limbed girl of to-day, who 
climbs mountains, rides the 
Jones bicycle, swims, rows, and 
is not afraid of the health-giv- 
ing kisses of the god of day, is a 
living illustration of the value 
of exercise. — Sir Isaac Smith. 



Plate No. 4. 



384 



CALENDARS. 



18 



93 



'V'f ~ f 



A calendar-pad, pasted upon an indifferent back, will be thrown into 
the waste basket, when the same pad, well mounted, will be hung up. 

Retail houses are 
generally compelled 
to use stock calen- 
dars, but the variety 

^!l'f - Il °^ stoc k calendars is 
so large that they 
have all the apparent 
value of local origi- 
nality. 

Large concerns, 
issuing calendars in 
great editions, can 
have their own 
special designs, at a 
price but little ex- 
ceeding that of the 
stock calendar. 

The calendar, 
mounted upon a card, 
engraved in copper 
or steel, representing 
some beautiful scene, 
or some artistic 
design, presents, per- 
haps, the upper side 
of calendar manufac- 
ture. These calen- 
dars are always 
acceptable, and they 
are certainly, in their 
simplicity, and the 
richness of their 
design, worthy of a place in any business office, or household apartment. 
Lithography is being used, to a very large extent, in calendar embel- 



JANUARY, 1893. 


Sur> 


/I\or> 


Jue 


Wed 


Ttw 


Fri 


Sat 


l 


2 


3 


4 


5 


6 


7 


8 


9 


io 


11 


12 


13 


14 


15 


16 


17 


18 


19 


20 


21 


22 


23 


24 


25 


26 


27 


28 


29 


30 


31 


*•*• 


•* # 


•;. 


••, 


Moon's 
Phases. 


©2 
8.41 M. 


f9 
5.28 E. 


©17 
8.28 E. 


las 

1.27 M. 


©31 
9.11 E. 



Plate No. 5. 



CALENDARS. 



385 



OCTOBER 


S 

1 

8 

15 
22 

29 


M 

2 

9 

16 

23 

30 


T 
3 

io 

17 
24 
31 


W 

4 
11 
18 
25 


T 

5 
12 

19 
26 


F 

6 
13 
20 
27 


S 

7 
14 
21 
28 



Plate No. 



lishment. Color will attract more attention than black and white, the 

imitation of water color, or any other artistic arrangement of color, if 

done well, is certainly as swell as black and white, and is liable to be 

very much more effective. 

The largest advertisers are confining their 

calendar mounting very largely to color 

work, the conventional pad, either monthly 

or otherwise, being used, but embellished 

with a mounting, representing some general 

scene, or some special design pertaining 

to the business. 

The calendar mounting should not be 

covered with lettering. It should contain 

some design appropriate to the business, or some pleasing design of general 

character, the design to be the prominent part of it. The receiver will 

find the business part if the rest pleases him. 

No matter how interesting the business may be to the man sending out 

the calendars, he had better have twenty -five calendars, with his name in 

small letters, 
hung up, than to 
have one calen- 
dar, with his name 
plastered all over 
it, accepted. 

At the present 
day, when calen- 
d a r competition 
is fiercely fero- 
cious, and the 
great printers and 
lithographers are 
vying with each 

other, the calendar mounting must be something beyond the ordinary, to 

obtain universal recognition. 

The daily pad-calendar, although expensive, is extremely effective, if 

rightly produced. The pad had better be divided into three distinct parts : 



JUNE, 1893 


Su. 


Mo. 


Tu. 


We. 


Th. 


Fr. 


Sa. 










1 


2 


3 


4 


5 


6 


£ 


8 


9 


10 


11 


12 


n 


14 


15 


16 


17 


18 


19 


3 


21 


22 


23 


24 


25 


26 


27 




29 


30 


■ ■ 






] 


Plate No. 


r. 







386 



CALENDARS. 



&m 





- 


- ~ 


CALENDAR, 1893 


JANUARY 


MAY 


SEPTEMBER 


Si 


I 8 15 22 29 


£ 


- 7 i4 21 28 


£ 


- 3 10 17 24 


i\i 


2 9 16 23 30 


M 


1 8 15 22 29 


M 


- 4 11 18 25 


L 


3 10 17 24 31 


1 


2 9 16 23 30 


1 


5 12 19 26 


w 


4 11 18 25 X 


W 


3 10 17 24 31 


VV 


- 6 13 20 27 


i 


5 12 19 26 X 


T 


4 11 18 25 X 


T 


- 7 14 21 28 


F 


6 13 20 27 X 


F 


5 12 19 26 X 


F 


1 8 15 22 29 


s 


7 14 21 28 X 


S 


6 13 20 27 X 


S 


2 9 16 23 30 


FEBRUARY 


JUNE 


OCTOBER 


£ 


- 5 12 19 26 


£ 


- 4 11 18 25 


£ 


1 8 15 22 29 


M 


- 6 13 20 27 


M 


- 5 12 19 26 


M 


2 9 16 23 30 


1 


- 7 14 21 28 


T 


- 6 13 20 27 


T 


3 10 17 24 31 


w 


1 8 15 22 X 


W 


- 7 14 21 28 


W 


4 11 18 25 X 


T 


2 9 16 23 X 


T 


1 8 15 22 29 


T 


5 12 19 26 X 


F 


3 10 17 24 X 


F 


2 9 16 23 30 


t 


6 13 20 27 X 


S 


4 11 18 25 X 


S 


3 10 17 24 X 


S 


7 14 21 28 X 


MARCH 


JULY 


NOVEMBER 


£ 


- 5 12 19 26 


£ 


-2 9 1623 30 


£ 


- 5 12 19 26 


M 


- 6 13 20 27 


M 


- 3 10 17 24 31 


M 


- 6 13 20 27 


T 


- 7 14 21 28 


T 


- 4 11 1825 X 


T 


- 7 14 21 28 


W 


1 8 15 22 29 


VV 


- 5 12 1926 X 


VV 


1 8 15 22 29 


i 


2 9 16 23 30 


T 


- 6 13 2027 X 


T 


2 9 16 23 30 


h' 


3 10 17 24 31 


F 


- 7 14 21 28 X 


V 


3 10 17 24 X 


s 


4 11 iS 25 X 


S 


1 8 15 22 29 X 


s 


411 18 25 X 


1 APRIL 


AUGUST 


DECEMBER 


£ 


-2 9 16 23 30 


£ 


- 6 13 20 27 


Si 


- 3 10 17 24 31 


M 


- 3 10 17 24 X 


M 


- 7 14 21 28 


M 


- 4 11 1825 X 


T 


- 4 11 18 25 X 


T 


1 8 15 22 29 


T 


- 5 12 19 26 x 


W 


- 5 12 19 26 X 


W 


2 9 16 23 30 


W 


- 6 13 20 27 X 


T 


- 6 13 20 27 X 


T 


3 10 17 24 31 


T 


- 7 14 21 28 xB 


1 


- 7 14 21 28 X 


b 


4 it 18 25 X 


F 


1 8 15 22 29 X | 


s 


1 8 m ?2 ?n x 


s 


e; 12 10 26 X 


y 


2 16 23 30 x 1 



Plate No. 



CALENDARS. 



387 



the calendar, the reading 
makes it very valuable, an 
year. Daily pad-caleadars 
up ; they should be 
for desk use mostly, 
for in that case they 
are before the eye of 
the receiver, and an 
almost unlimited 
amount of business 
can be crowded into 
him, if the printing 
upon the daily pad 
is well mixed with 
business. 

The daily pad, for 
desk use, should be 
so mounted that it 
need not occupy 
much room, otherwise 
it will not be pre- 
served. 

The reading matter 
upon the daily pad 
can be all advertising, 
or it can give general 
information pertain- 
ing to matters not far 
removed from the line 
handled by the busi- 
ness man issuing the 
calendar. 

The most effective 
daily pad will contain 
about three articles of 
general information to 



matter, and the blank for memoranda. This 
d it will be kept on the desk throughout the 
should not, as a general thing, be made to hang 



>(Caems^IEs 







JANUARY, 1893. 


SUN. 


HON. 


TUE. 


WED. 


THU. 


FRI. 


SAT. 


1 


2 


3 


4 


5 


6 


7 


8 


9 


10 


11 


12 


13 


14 
21 


15 


16 


17 


18 


19 


20 


22 


23 


24 


25 


26 


27 


28 


29 


30 


31 

























Plate No. 0. 



388 



CALENDARS. 



OCTOBER, 1893 



Sun Non Tue Wed Tim Fri Sat 



1 2 3 4 ,4, 

8 9 101112131141 



11-516 17 18ll9|20|2ll 



|22 23l24l25l26l27l28l 



293031 



one article of direct advertising. Poetical selections can be used, if 
desired, but if poetry is used, do not mix advertising with it upon the 
same pad. It is generally better to give information instead of poetr}% 
because information, remaining before the receiver all day, is liable to be 
absorbed by him, and if the information be rightly arranged it leads up to 
business. 

Plate No. 1 represents a small desk hanging calendar. The blank space 
is to contain the advertisement. This calendar should be eyeletted. 

Plate No. 2 illustrates about the smallest size of desk hanging calendar 

allowable. The blank space is to 
contain the advertisement. 

Plate No. 3 presents a small 
pocket-book calendar, always use- 
ful, and if well printed, liable to 
be preserved. It should be sent 
out distinctly marked "Pocket-book 
Calendar," that the receiver may 
not throw it away before realizing 
its use in his wallet. The adver- 
tisement would naturally be printed 
upon the back of the card. 

Plate No. 4 illustrates a good 
form of a daily pad. A daily pad 
should not be much larger, and it 
can be reduced twenty-five or thirty 
per cent, if necessary. 
Plate No. 5 represents a small size of hanging calendar, generally 
intended for desk purposes. It should be arranged with an eyelet, or with 
a pasteboard brace upon the back, so that it can stand upon the desk. 
The blank space is to be filled with advertising. The idea of showing the 
moon's phases is a good one, if the calendar be of local circulation, but if 
it be of national circulation, this information is valueless to the majority 
of those who receive it. 

Plate No. 6 represents the usual style of monthly pad. This style can be 
carried to any size. It is beyond criticism because it is extremely plain. 
Plate No. 7 presents a slight change of monthly pad from that of Plate 



Plate No. 10. 



CALENDARS. 



389 



No. 6. In effectiveness there is no particular difference. The plan of placing 
the moon's phases in place of the dates, sacrificing the dates, is questionable. 
Plate No. 8 presents a yearly calendar for business use. It can be 
fitted with an eyelet, or not. The general decorative design is strong and 
artistic, and should be printed upon fine cardboard, with the best of ink. 
If the calendar 
be printed in 
jet black, and 
the design in a 
blue-black, o r 
a carmine red, 
or a bronze- 
green, the 
effect will be 
much e n - 
hanced. This 



SEPTEMBER, 1893. 



Sun Mon Tue Wed Thu Fri Sat 





EQfDfBEHCQCBEH 
fljHDODHDEDESES 

mmmmmmm 



plate simply 
represents one 
of a hundred 
styles of stock 
calendar d e - 
signs, obtaina- 
ble at any type 
foundery. Ad- 
vertising is to 
go in the open 
spaces. 

Plate No. 9 
illustrates what is known as a " tin top " calendar, the leaves being hung 
from a tin mounting. The blank space is for the advertisement. 

Plates No. 10 and No. 11 illustrate two sizes of the same style of 
monthly pad-calendars. This style has all the advantage of extreme 
plainness, with the added strength of striking novelty. The unused 
space can contain a few lines of advertising, and it is suggested that the 
advertising be printed in some tint, so as not to detract from the strong 
character of the calendar itself. 



Plate No. 11. 



390 CALENDARS. 

It is obvious that the illustrations presented in this chapter simply 
cover, to a very limited extent, the standard designs in calendar-pads. 
The Encyclopaedia Brittanica could not more than present the almost 
innumerable designs in mounting, and it is impossible to illustrate them 
in a book of this character. 

Every type founder carries electrotypes of standard calendars, and 
intelligent printers have many ideas in calendar making, which they will 
gladly disclose to any customer. 

Calendars should be almost invariably purchased of regular calendar 
printers. The average job-printer cannot handle a calendar as economically 
as those who make a specialty of it. 

If the order is to exceed ten thousand, no matter in what style the 
calendar may be, it is suggested that some calendar maker be communi- 
cated with. 

Many lithographers carry stock calendar designs, and have always on 
hand lithographs of every size, appropriate for the mounting of pad- 
calendars. These they sell at very reasonable prices. The advertiser, if 
he does not desire a special design for himself, can purchase these litho- 
graphic cards, and send them to the regular pad- maker, to have the 
pads attached. 



Roman Type 




"The ever constant click of the type in the stick" 

HE multiplicity of styles of type is only limited by the 
volume of design. 

The unabridged typographical dictionary is as massive as 
the dictionary of words. 

In size, the metal type commonly in use in newspaper 
and printing offices for reading matter, and all display type, except wood 
type, is divided into 

5 Point (Pearl). 

51 Point (Agate), {$2^88*"* 

6 Point (Nonpareil), &SZ*J?£fiF* 

7 Point (Minion). 

8 Point (Brevier.) 

9 Point (Bourgeois). 

10 Point (Long Primer), {■£%*£* depth 

11 Point (Small Pica), {S^g 6 depth 

1 9 T^m'nf /Pinci^ /Twice the depth of Nonpareil. 

xzi r uiiiu ^r icd^, | Six llnes to the inch when set solid 

14 Point (English), {^£2 depth 

16 Point (2-Line Brevier), { r f W B ( i e ev t !e e r. depth 

18 Point (Great Primer or 3-Line Nonpareil), {o^BouJglofs 6 ^ 11 

20 Point (Paragon or 2-Line Long Primer), {Jfl^flrS 1 

22 Point (Double Small Pica), {JJSJftJS 01 

24 Point (Double Pica), {£ w p c iC a! he depth 

28 Point (2-Line English), {Jfi^^ 

30 Point (5-Line Nonpareil), {SnJSSSS 16 depth 

32 Point (3-Line Small Fi<n),{g^g%l* ke depth 

391 



392 ROMAN TYPE. 

f Twice the depth of 

36 Point (Double Great Primer or 6-Line Nonpareil), J gSS^SSS^S 

i. solid. 

40 Point ("Double Paraxon or 4-Line Long- Primer), -J agon, and four times the 

V & & y Uepth of Long Primer. 

42 Point (7-Line Nonpareil), {SS. the depth 

44 Point (Canon or 4-Line Small Pica), {^smaupica 6 deptl1 

AQ p^in-r (X T,inp Pir>a^ /Four times the depth of Pica. 

■±0 X Ulllb ^<± -U111C X ICd^J, \ 0ne liue m akes two-thirds of an inch. 

54 Point (5-Line Small Pica or 9-Line Nonpareil), {pica ai5nine\imes the 

v C depth of Nonpareil. 

60 Point (5-Line Pica), {Fiv^mes the depth 

72 Point (6-Line Pica), {{fc^ffi^iSF*- 

The following specimens of type represent the several common sizes of 
regular Roman letters, used in newspapers and books. There are many 
styles of the same letter of lighter or darker face, and of slight change of 
design. The specimens are set in Modern Roman. 



This paragraph is set in 5 Point (Pearl) Roman. This size of type is generally used in closely printed books (such as dictionaries 
small bibles, etc.) and for foot and marginal notes. It seldom appears in job printing. There are two sizes of smaller type, known 
respectively as 4 Point (Brilliant), 4% Point (Diamond), both too small to be of any practical commercial use. 

This paragraph is set in 5V2 Point (Agate) Roman. This type is commonly used in setting the want ad- 
vertisements in large daily papers, the advertising space in such papers heing reckoned on a basis of Agate 
measurement, that is the number of lines of solid Agate which can be put into any given single column space 
irrespective of the size of displayed type contained in the advertisement. 14 Agate lines, set solid, make an inch. 
Agate type is also used for foot-notes, quotations, and some closely printed books are set in it. It is seldom used 
in job work. 

This paragraph is set in 6 Point ( Nonpareil ) Roman. This size of Roman type is for setting the 
want advertisements in the large weekly papers and the medium size dailies, and in such papers the 
advertising space is reckoned on the basis of Nonpareil measurement. The reading matter in all of 
the large dailies is in Nonpareil. This type is also used in closely printed books, for foot and marginal 
notes and quotations, and in job printing. Twelve lines of Nonpareil make an inch. 



This paragraph is set in 7 Point (Minion) Roman. The reading matter in high class 
weeklies, and often in the small dailies, is set in Minion. Some weekly papers measure their 
advertising space on the basis of Minion. This size of type is used in books ; also, for foot 
notes and quotations, and in job work. 

This paragraph is set in 8 Point (Brevier) Roman. The reading matter of the 
average weekly paper is generally in Brevier. It is good book type, can be used for 
quotations, and is appropriate for the reading matter portion of circulars or cata- 
logues. 

This paragraph is set in 9 Point (Bourgeois) Eoman. This type is used in 
some weekly papers for the reading matter, also in magazines and in many class 
publications. It makes a good type for books, circulars, and catalogues. 



ROMAN TYPE. 393 

This paragraph is set in 10 Point (Long Primer) Roman. This type 
is for the reading matter in weekly papers, and frequently appears in mag- 
azines and class publications. Books are often set in it. It is a good type 
for catalogues and circular work, and can be used for the reading matter 
portion of flyers. This size of letter is the smallest which should appeal- 
in the personal letter style of advertisement. 



This paragraph is set in 11 Point (Small Pica) Roman. This size of 
type is frequently used in high grade books, for college and society papers, 
for circulars and full grade catalogues, and for descriptive matter in large 
advertisements. The personal letter advertisement looks well in this let- 
ter. The body of this book is set in Small Pica. 



This paragraph is set in 12 Point (Pica) Roman. This size 
of letter is for places where it is desirable to have a type slightly 
larger than Small Pica. It is a splendid type in which to set the 
personal letter style of advertisement. It makes a suitable let- 
ter for descriptive matter in liberal advertisements. 



This paragraph is set in 14 Point ( English ) Roman. 
This type is appropriate for flyers and hand bills, and is 
a good size of type to use for the personal letter style 
of advertisement when set in double column. 



This paragraph is set in 18 Point (Great 
Primer) Roman. This size of type is the, 
smallest which should appear upon a poster,* 
can be used for the personal letter advertise- 
ment when set in double column, is a good- 
type for flyers and hand bills, and the caps 
and small caps make excellent headings, much 
used in tasteful job work. 



894 ROMAN TYPE. 



(4-Line Pica.) 



22 Point (Double Small Pica.) 

28 Point (Double English.) 

36 Point (Double fi£) 

48 Point 

72 Point (-*) 

This paragraph is set in Long Primer Old Style Roman, to distinguish the 
Old Style from the Modern Style. Old Style Roman is the same size as Modern 
Roman, the difference being in the shapes of the letter. Both Modern and Old 
Styles are freely used for reading matter in newspapers, and in setting books. 
The Old Style is considered handsomer by many, and is well fitted for effective 
work. 

This paragraph is set in Boldface, 10 Point (Long 
Primer). Boldface is simply Roman of heavier face. In 
different sizes, generally in Nonpareil and Minion, it is 
used for headings of short items in newspapers, and con- 
siderably in job work. This type is also used to emphasize 
a word in reading matter where Italics are not emphatic 
enough. 
< 

&i)te paragraph is set in @Xts English 12 $mnt (pea). 
Wfi% stgle is tije cittr fasfjiwieii stanirarti ornamental letter, 
iresirafcle tor failings anir otijer lines in \ob toorfc, but sijaulir 
seltrom appear in netospaper advertisements. 



Ornamental Type 




" There can be art in business " 

USINESS type, that is, type used in commercial printing, 
may be divided into three distinct classes : Roman type, 
comprising faces used for reading matter in books, maga- 
zines, and periodicals ; wood type, either fancy or plain, 
the type being made by cutting the letters in box-wood, 
in sizes seldom smaller than 5 line pica, these large letters being cut in 
wood simply because it is difficult to cast in type-metal t} r pe larger than 
5 line pica ; ornamental, job, or display type, including all faces which 
are not properly Roman faces, although Full Face type may be included 
under this heading, or it may be classified under Roman type, as it is 
nothing more nor less than bold faced Roman, the style of letter being the 
same as the ordinary Roman face. 

Selections of ornamental type must be made with judgment. The type 
which appears to be effective to one may not seem so to another. The 
safest rule to follow in the use of ornamental type is to use only those 
faces which have character and distinctness, omitting faces which have 
only the virtue of apparent ornamentation. 

When in doubt, use Roman type, or the plainer faces of ornamental 
type. One can seldom make a mistake in having a job printed plain, and 
is liable to make a serious mistake in the indiscriminate use of ornamental 
type. 

A few pages of borders are shown. Striking borders are to be recom- 
mended for ninety per cent, of advertisements. 



305 



iJ-JL 



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Barta Border Nos. 1, 4, 5 

3T 



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«*B ORDERS^ 

Made up from Barta Border, Nos. 1, 4, 5. 8, 15, 16, 20. 



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6 Point Border 

Made up from Barta Border, Nos. 4 and 



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6 Point Border 

Made up from Barta Border, 
Nos, 3 and 9. 



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6 Point Border 

Made up from Barta Border, 
No. 11. 



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396 



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6 Point Border 

Made up from Barta Border, 

Nos. 5 and 7. 



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6 Point Border 

Made up from Barta Border, 
Nos. 7, 8, 11. 



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6 Point Border 

Made up from Barta Border, 
Nos. 2, 7. 



24 Point Border 

Made up from Barta Border, Nos. 7. 8, 10. 12, 18. 



••*•*•*•*•*•*•* • *•)*•* 



+++4*+*+W4+J+JJ'fJ4'J+ 



24 Point Border 

Made up from Barta Border, Nos. 1, 4, 5, 6, 9, 11, 19. 




18 Point Border 

Made up from Barta Border, Nos. 4, 6, 9, 17. 



18 Point Border 

Made up from Barta Border, Nos. 1, 4, 6, 11, 19. 




WANAMAKER BORDER 



6 Point 





BARTA BORDER 



* ************** * 

********** 
* ******************* 
* ********* 

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SIX POINT 




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398 



Quotations 



"* Words of others tell the story " 




ERTINENT quotations often add weight and dignity to an 
advertisement, and, if used carefully and appropriately, add 
a quiet refinement to the better class of circular and other 
printed matter. 

An apt quotation at the head of a finely executed 
invitation to a millinery, or other opening, or for a high grade special an- 
nouncement of any profession or trade, pleasantly appeals to the artistic 
sense of the receiver. 

The quotation should invariably be set in small light-faced type, 6 Point 
(Nonpareil) or 7 Point (Minion) of Old Style Roman to be preferred, and 
seldom should be set larger than in type of 10 Point (Long Primer) body. 
If the name of the author follows the quotation, quotation marks should 
not be used. Unless the quotation is one universally recognized, the 
author's name should be appended. 



Agricultural. 

The juicy pear 
Lies in a soft profusion scattered round. 

— Thomson. 

Adam, well may we labor, still to dress 
This garden, still to tend plant, herb, and 
flower. 

— Milton. 

The first farmer was the first man, and 
all historic nobility rests on possession and 
use of land. — Emerson. 



Each tree, 
Laden with fairest fruit, that hung to th' 

eye 
Tempting, stirr'd in me sudden appetite 
To pluck and eat. 

— Milton. 



Heap high the farmer's wintry hoard! 

Heap high the golden corn ! 
No richer gift has Autumn poured 

From out her lavish horn! 

Let other lands, exulting, glean 
The apple from the pine, 



400 



QUOTATIONS 



The orange from its glossy green, 
The cluster from the vine; 

But let the good old corn adorn 

The hills our fathers trod; 
Still let us, for His golden corn, 

Send up our thanks to God! 

— Whittier. 

Architectural. 

He that hath a house to put his head in 
has a good head piece. — King Lear. 

Houses are built to live in, not to look 
on; therefore, let use be preferred before 
uniformity, except where both can be had. 
— Bacon. 

I would have, then, our ordinary dwell- 
ing-houses built to last, and built to be 
lovely ; as rich and full of pleasantness as 
may be, within and without, and with such 
differences as might suit and express each 
man's character and occupation, and partly 
his history. — Buskin. 

The value of architecture depends on 
two distinct characters — the one, the im- 
pression it receives from human power; 
the other, the image it bears of the natural 
creation. — Buskin. 

Bakers. 

Here is bread, which strengthens man's 
heart, and therefore is called the staff of 
life. — Matthew Henry. 

Wouldst thou eat thy cake and have it ? 
— George Herbert. 

Barbers. 

I must to the barber's; for, methinks, 

I am marvellous hairy about the face. 

— Midsummer NighVs Dream. 

Blacksmiths. 

And him who, with the steady sledge, 
Smites the shrill anvil all day long. 

— Bryant. 



The painful smith, with force of fervent 
heat, 
The hardest iron soon doth mollifie, 
That with his heavy sledge he can it 
beat, 
And fashion to what he it list apply. 
— Spenser. 

Books and Stationery. 

Some ink, paper, and light. — Anon. 

Take away the sword! States can be 
saved without it. Bring the pen! — 
Bulwer. 

Pens carry further than rifled cannon. — 
Bayard Taylor. 

After all, there is nothing like a book. 

— Bufus Choale. 

My library was dukedom large enough. 

— Shakespeare. 

I like books. I was born and bred 
among them, and in their company I have 
the easy feeling that a stable-boy has 
among horses. — Holmes. 

Come, my best friends, my books! and 
lead me on. — Cowley. 

I entrench myself in my books, equally 
against sorrow and the weather. — Leigh 
Hunt. 

Old wood to burn, old wine to drink, old 
friends to trust, old books to read. — 
Alonzo of Ar agon. 

But words are things, and a small drop of 

ink, 
Falling like dew upon a thought, produces 
That which makes thousands, perhaps 

millions, think; 
'Tis strange, the shortest letter which man 

uses 
Instead of speech may form a lasting link 

of ages. — Byron. 



QUOTATIONS 



401 



Boots and Shoes. 

The shoemaker makes a good shoe 
because he makes nothing else. — Emerson. 

How much a man is like his shoes ! 
Forinstince, both a soul may lose; 
Both have been tanned; both are made 

tight — 
By cobblers ; both get left and right. 
Both need a mate to be complete; 
And both are made to go on feet. 
They both need healing; oft are sold, 
And both in time will turn to mould. 
With shoes the last is first; with men 
The first shall be the last ; and when 
The shoes wear out they're mended new; 
When men wear out they're men dead too ! 
They both are tread upon, and both 
Will tread on others, nothing loth. 
Both have their ties, and both incline, 
When polished, in the world to shine; 
And both peg out. Now, would you choose 
To be a man or be his shoes ? — Anon. 

Let firm, well hammered soles protect thy 

feet 
Through freezing snows, and rains, and 

soaking sleet; 
Should the big last extend the sole too 

wide, 
Each stone will wrench the unwary step 

aside; 
The sudden turn may stretch the swelling 

vein, 
The cracking joint unhinge, or ankle 

sprain; 
And when too short the modish shoes are 

worn, 
You'll judge the seasons by your shooting 

corn. - - Gay. 

He cobbled and hammered from morning 

till dark, 
With the foot gear to mend on his 

knees; 
Stitching patches, or pegging on soles as 

he sang, 



Out of tune, ancient catches and glees. 
— Oscar H. Harpel. 

Butchers. 

Why, that's spoken like an honest drover; 
So they sell bullocks. 

— Much Ado About Nothing. 

Cabinet Makers. 

Necessity invented stools. 
Convenience next suggested elbow-chairs, 
And Luxury the accomplished sofa last. 

— ■ Cowper. 

Ingenious Fancy, never better pleased 
Than when employ' d t' accommodate the 

fair, 
Heard the sweet moan of pity, and devised 
The soft settee, one elbow at each end, 
And in the midst an elbow it received, 
United, yet divided, twain at once. 

— Cowper. 

Carpentry and Building. 

In the modern days of art, 
Builders build with ut:nost care 

Each minute and unseen part. 
Quality goes everywhere. 

— Adapted. 

Dancing. 

On with the dance ! Let joy be uncon- 

fin'd; 
No sleep till morn, when youth and pleasure 

meet. — Byron. 

Merrily, merrily whirled the wheels of the 

dizzying dances 
Under the orchard-trees and down the path 

to the meadows ; 

Twelve dancers are dancing, and taking no 

rest, 
And closely their hands together are 

press' d; 
As soon as a dance has come to a close, 
Another begins, and each merrily goes. 

— Heine. 



402 



QUOTATIONS 



Old folk and young together, and children 
mingled among them. — Longfellow. 

Dentists. 

I have the toothache. 

What ! sigh for the toothache ? 

— Much Ado About Nothing. 

Those cherries fairly do enclose 

Of orient pearl a double row, 
"Which, when her lovely laughter shows, 

They look like rosebuds nil' d with snow. 
— Bichard Allison. 

For there was never yet philosopher 
That could endure the toothache patiently. 

— Much Ado About Nothing. 

Druggists. 

I do remember an Apothecary, 
And hereabouts he dwells. 

— Romeo and Juliet. 

General Business. 

Despatch is the soul of business. — Earl 
of Chesterfield. 

Built for business. — Anon. 

Business despatched is business well done, 
But business hurried is business ill done. 
— Bulwer-Lytton. 

I'll give thrice so much land to any well- 

deservmg friend; 
But in the way of bargain, mark ye me, 
I'll cavil on the ninth part of a hair. 

— Henry IV. 

Hatters. 

A hat not much the worse for wear. 
— Cowper. 
My new straw hat that's trimly lin'd with 

green, 
Let Peggy wear. — Gay. 

Have a good hat ; the secret of your looks 
Lives with the beaver in Canadian brooks; 
Virtue may flourish in an old cravat; 
But man and nature scorn the shocking 
hat. — Holmes. 



Hotels and Restaurants. 

Will you go with me ? We'll mend our 
dinner here. — Comedy of Errors. 

Here is the bread which strengthens 
man's heart, and therefore is called the 
staff of life. — Matthew Henry. 

Oh, who can cloy the hungry edge of appe- 
tite 
By bare imagination of a feast ? 

— Shakespeare. 

A joint of mutton and any pretty little 
kickshaws. — Shakespeare. 

Shall I not take mine ease in mine inn ? 

— Henry IV. 

We left the shade : 
And, ere the stars were visible, had reached 
A village inn, — our evening resting-place. 
— Wordsworth. 

Whoe'er has travell'd life's dull round, 
Where'er his stages may have been, 

May sigh to think he still has found 
The warmest welcome at an inn. 

— Shenstone. 

Nearer as they came, a genial savor 

Of certain stews, and roast meats, and 

pilaus, 
Things which in hungry mortal's eyes find 

favour. — Byron. 

Yet smelt roast meat, beheld a huge fire 

shine, 
And cooks in motion, with their clean arms 

bared. — Byron. 

We may live without poetry, music, and 

art; 
We may live without conscience, and live 

without heart; 
We may live without friends; we may live 

without books: 
But civilized man cannot live without 

cooks. — Owen Meredith. 



QUOTATIONS 



403 



Jewellers. 

Stones of small worth may lie unseen by 

day, 
But night itself does the rich gem betray. 

— Cowley. 

A pearl may in a toad's head dwell, 
And may be found, too, in an oyster shell. 

— Bunyan. 

The lively diamond drinks thy purest rays, 
Collected, light, compact. — Thomson. 

These gems have life in them: their colors 

speak, 
Say what words fail of. — George Eliot. 

The clock upbraids me with the waste of 
time. — Twelfth Night. 

Livery. 

Many carriages he hath despatched. 

— King John. 

Go call a coach, and let a coach be called, 
And let the man who calleth be the caller; 
And in his calling let him nothing call, 
But coach . coach ! coach '. O for a coach, 
ye gods! — Henry Carey. 

Masons. 

Sir, he made a chimney in my father's 
house, and the bricks are alive at this day 
to testify it. — Henry VI. 

Musical. 

Softly her fingers wander o'er 
The yielding planks of the ivory floor. 
— Benjamin F. Taylor. 

Pottery. 

Turn, turn, my wheel! Turn round and 

round 
Without a pause, without a sound: 
So spins the flying world away ! 



This clay, well mixed with marl and sand, 
Follows the motion of my hand; 
For some must follow, and some command, 
Though all are made of clay ! 

— Longfellow. 

Safes and Vaults. 

'Tis plate of rare device: and jewels 

Of rich and exquisite form; their values 

great; 
And I am something curious, being strange, 
To have them in safe storage. 

— Cymbeline. 

Tailoring and Clothing. 

The outward forms the inner man reveal. 

— Holmes. 

Be sure your tailor is a man of sense. 

— Holmes. 

Sister ! look ye, 
How, by a new creation of my tailor's, 
I've shook off old mortality. 

— John Ford. 

What a fine man 
Hath your tailor made you. 

— Massinger. 

I'll be at charges for a looking-glass, 
And entertain my friend the tailor 
To study fashions to adorn my body. 
— Shakespeare. 

Costly thy habit as thy purse can buy, 
But not express' d in fancy; rich, not 

gaudy ! 
For the apparel oft proclaims the man. 

— Hamlet. 

Tea. 

Here thou great Anna! whom three realms 
obey, 

Dost sometimes counsel take — and some- 
times tea. — Pope. 




Advertising Novelties 



" Can there be something new " 

'DVERTISING novelties are simply innumerable. 

Everything in the way of advertising, out of the province 
of common ink and paper, can properly be classed under 
the generic term of advertising novelty. 

Novel advertising, or properly speaking, advertising 
novelties, do not generally include anything of the newspaper or magazine 
character, although the product of the printing-press, if extended to cover 
books, pamphlets, or other printed matter, removed from the ordinary 
letter-press work, can be included under this chapter heading. 

Advertising novelties, properly speaking, however, comprise everything 
of a manufactured character : advertising clocks, rulers, pen-holders, pen- 
cils, paper-weights, ink-stands, general embossed work, articles of papier- 
mache, or of bone, wood, iron, tin, and zinc 

Calendars, although the majority of the effective ones are extremely 
novel, cannot be placed under this classification, because the importance 
of calendars is so great as to suggest that they be recognized by them- 
selves alone. 

The province of the advertising novelty is to present to probable and 
possible customers something of alleged use, or of a character which 
enables it to pose as an ornament. 

Chromos and lithographs of every class certainly are novel, and could 
be discussed in this chapter did they not form a chapter of their own. 

Large indoor and outdoor signs are not properly advertising novelties, 
unless they be of extreme beauty, and of the most original design. They 
are, however, discussed in other chapters, and need not be considered 
here. 

404 



ADVEKTISING NOVELTIES. 405 

Glass affords a prolific field for the manufacture of advertising 
novelties. 

Ink-stands are always useful, generally ornamental, and occupy a posi- 
tion on the business desk, constantly before the eye of the occupant. 

Glass can be worked into almost any shape. 

Paper-weights are conventional, and yet effective as advertising novelties, 
and advertising ground into tumblers, and other glass ware, particularly if 
adapted to office use, present somewhat new ideas in novelty advertising. 

Wood, almost as much as glass, furnishes material for a vast number 
of advertising novelties, most of them effective. 

Rulers have been used for half a century, and yet to-day, an advertising 
ruler is seldom thrown away, and if it be a correct rule, and well made, it 
will be preserved and appreciated by the receiver. 

Pen-holders and pencils, properly marked in gilt, furnish good advertis- 
ing novelties, and although they are much used, they are seldom discarded, 
and the recipient is not likely to forget the giver. 

Leather articles of every kind, calendar-stands, paper-weights, covered 
with leather, and particularly memorandum books, have been used, and 
always will be used. 

Embossed work is not properly printed matter, and must be considered 
under some other department of advertising. It may as well be placed 
under advertising novelties, as anywhere else. The commercial printer does 
not do embossed work, unless he has a special plant devoted to its class. 

Embossing is nothing more or less than raised or sunk-in printing, the 
quality of the work frequently depending upon the distance sunk, or the 
distance raised. 

Seals, ornamental designs, and some illustrations can be embossed, but 
elaborate pictures cannot easily be treated in this way. 

The effectiveness of embossed work depends largely upon its distinct- 
ness, for embossing attempts to show the matter in stronger relief, and 
simplicity is here necessary. 

While the majority of embossed lettering is of the most fancy style, the 
attempt being made at over artisticness, the utmost simplicity is to be 
recommended. 

All embossed work is rich, and richness needs plainness to make it look 
richer. 



406 ADVERTISING NOVELTIES. 

Embossing in colors, as well as in plain gold, produces very effective 
results. Nothing in richness can take the place of simple embossed 
lettering, of plain designs. It is merely a question of using embossed 
work for a certain purpose, or of using something cheaper instead. 

Novelty manufacturers frequently carry in stock, or make to order, 
advertising novelties of common paste board, or of pressed wood pulp, or 
any other composition, and frequently such novelties are sufficiently new 
and attractive to hold the attention of the receiver. 

If the advertiser sends out some printed statement, and he can find a 
way of sending it so that it will be so novel, although the words remain 
the same, that the reader may give it better attention, then he has accom- 
plished something beyond the province of common letter-press work. The 
novelty manufacturer steps in here, and by embossing, or by any other 
handling of common paper, paste board, or pulp, produces some method 
of presenting brief printed matter to the receiver, in a more novel way 
than the ordinary printing office can furnish. 

If the expense is not too great, and generally the expense cannot be too 
great if the effect is strong, the national and local advertiser will find it, 
frequently, advantageous to consider some other method for sending out 
printed statements besides the ordinary commercial printing style, for 
novelty and change of every method of advertising are essential. The 
advertiser does not send out less printed matter ; he simply finds a way 
of using more printed matter in a little different form from the usual 
product of the ordinary printing-press. 

The memorandum book occupies a distinct position. It is always 
acceptable, if it is well made, and while thousands of concerns are sending 
them out, a good memorandum book is seldom laid aside. 

The memorandum book must be of convenient size, and the binding 
should be sufficiently good, that it may wear as long as the receiver would 
be likely to use it. The paper must be of good quality, and the advertis- 
ing in such a book should not be sufficiently extensive to interfere with 
the value of the book as a book in itself. 

Any advertising novelty which is so covered with advertising as to be of 
no particular use to the receiver is worse than no advertising novelty at all. 

The memorandum book, particularly, must have value in itself. It must 
be substantially as good as a memorandum book containing no advertising. 



ADVERTISING NOVELTIES. 40 T 

There are few concerns who cannot, to advantage, use a memorandum 
book. Some may not care for more than two or three hundred, others can 
use them in lots of a hundred thousands. Every man must carry a memo- 
randum book ; it is often a question of his buying one or getting one for 
nothing, and if he be a possible customer, almost any firm can afford to 
give him this pocket necessity, for every time he takes this book from his 
pocket he cannot avoid remembering the firm who gave it to him, and 
reading their announcement if their announcement be sufficiently brief. 

Leather covered tablets for the desk, calendars mounted with leather, 
in fact, anything made wholly or in part of leather, is dignified, high toned, 
and effective. 

Celluloid, an imitation of ivory, and costing very much less than ivory, 
although expensive even at its reduced price, can be made up into busi- 
ness-bringing novelties. 

Celluloid paper knives, envelope openers, pen-holders, and anything* 
else in the line of celluloid, are well received, generally preserved, and 
remain upon the desk as standard novelties of advertising. 

Pads for memoranda, although properly coining under the classification 
of printed matter, can be considered as advertising novelties, and if not 
too expensive, and the paper of good quality, they can be made to be of 
more or less value. 

Blotting paper may be considered here, although it is, in reality, printed 
matter. The fact that the largest insurance companies of the country 
have, for the last twenty-five years, used blotting paper in large and small 
sizes, for their advertising novelties, and continue to use blotting paper 
for this purpose, indicates that there must be definite value in blotting* 
paper advertising. The blotting paper should never contain but one ad- 
vertisement, and the advertising should be on only one side of it. The 
combination advertising blotting paper, that is, a large sheet of blotting 
paper containing a dozen or more business cards, presents to the advertiser, 
substantially, no value whatever. 

The less said on the blotting paper, the better, but that which is said 
must mean a great deal. 

Wood pulp is now being greatly used for advertising novelties, and 
there are a dozen other compositions which can be pressed into almost any 
desirable shape. 



408 ADVERTISING NOVELTIES. 

Checkers, dominoes, pen-racks, pen-holders, and many other things are 
made of wood or composition, and by being of definite use, furnish as 
definite value as advertising novelties. 

The advertiser should avoid being too original in his advertising 
novelties. 

It is absolutely absurd to produce a handsome thing, of practically no 
value to the receiver, and expect that the receiver will preserve it. 

Beauty is all well enough, but unless it be of the highest style of the art, 
and that kind of art costs too much money, it is of little or no value, for 
the business man will not keep a beautiful thing on his desk, or by him 
continuously, unless it have some definite use to him in his business. 

The conventional ink-stand, which the advertiser keeps on his desk, if 
it contain a brief advertisement, is sure of doing more or less good, when 
something of the most artistic character will be instantly taken from the 
package, and thrown into the waste basket. 

The plan of presenting people, more or less generally, with books, 
mostly of a few pages, has, in the majority of cases, been productive of 
good. 

An "ABC Book," on the general plan of " The House Which Jack 
Built," or any other book for children, can, if distributed properly, 
assist in holding old customers, and in bringing new customers. Books 
of this class should invariably be devoted exclusively to women, or to 
children, or to both. Cook books, although conventional, have been used to 
advantage, and little pamphlets on the care of the fire, or of the clothes, or 
telling women how to do mending, giving her hints on furniture polishing, 
carpet sweeping, or anything else in the line of household necessity, or 
needle work, will be well received by the family, and liable to be pre- 
served and read. It is generally advisable to have the book devoted 
entirely to one particular line of information instead of making it too 
broad. 

A book which tells how to take care of the kitchen fire will be more 
appreciated than the book which tells about the kitchen fire, and how to 
cure headaches, and a thousand and one other things. 

A book on " Cake Cooking "or " About Bread " has character, but a 
book upon cake, and bread, and fires, and cooking, and everything else com- 
bined, has no distinct character. 



ADVERTISING NOVELTIES. 409 

The oneness of books of information is as important as the oneness of 
advertising. 

Books should be made up in a neat and attractive way, generally a 
lithographic cover is desirable, and if the quantity be large a lithographic 
cover will not cost much more than a common plain cover. 

The significant fact that the publishers of leading publications give 
away as premiums great numbers of books, principally story books in paper 
covers, indicates that the large retailer will find it good business policy to 
occasionally present his customers, and others, with interesting, yet inex- 
pensive, books of stories, travel, and general information. 

The giving away of griddle cakes and hot coffee, and other eatable or 
drinkable articles, as a means of attracting trade, will materially aid in 
securing sales, and is generally much used, often to advantage, in intro- 
ducing new articles, but such a method loses its advertising grip quickly, 
and never, except in large cities, should be persisted in more than a month 
at the longest. 

Samples of all kinds come under the head of general advertising novel- 
ties, and they are valuable in introducing new articles, but the distributor 
of samples should remember that that which is given away for nothing is 
not generally appreciated, and that the success of the sample depends upon 
its method of distribution. 

If the sample costs ten cents, and the party makes a definite effort to 
get it, by sending a two-cent stamp by mail, or by calling at a certain 
place, then that party, by his effort, really pays for the sample. 

A sample has a solid value as an advertising medium, but samples 
thrown around from house to house, given away promiscuously at fairs, 
or upon the street, do not have one tenth the value they would have if 
properly distributed. 

A little difficulty in obtaining a sample makes it all the more valuable 
when the party gets it. Samples should be well done up, in attractive 
covers, and enough in the sample to give a person an idea of its quality, 
or to make him want more of it. 

Advertising placed upon advertising clocks, in hotel reading rooms, 
upon bulletins and hotel tables, or around glass in frames, on reading-room 
desks, in restaurants, or in other public places, is worth about nothing. 
It is neither novel nor attractive. 



410 ADVERTISING NOVELTIES. 

The agricultural, or other, fair, opens a means of very attractive adver- 
tising. Do not pile the goods up in an indifferent heap, and expect people 
to give them more than a passing glance. 

Because the wrapper on a bundle is interesting to you, because you 
designed it, is no reason why anyone else should care anything about it. 

Goods should be particularly well arranged, artistically if possible. If 
it is not too expensive, and you have some one with brains to invent it, 
arrange some exhibit which illustrates some pleasing style of decoration. 

Build a house or a pyramid, or, what is better, show something in opera- 
tion. If it is coffee, make coffee on the premises ; if it is salt, have some- 
thing to eat with salt — all this counts, provided there is not a too 
promiscuous distribution of these free gifts. 

A working exhibit, no matter how small it may be, is worth all the artistic 
arrangement of pillars and arches which the finest decorator can devise. 

In a fair exhibit, place the best looking, most business-like, and 
courteous clerk in charge of the exhibit, and keep him, or her, there. 

Do not give away advertising matter promiscuously. Distribute it with 
judgment. 

The advertising portion of all novelties should be plain and distinct. It 
maybe conspicuous, if it in no way interfere with the appearance of the article. 

Nothing looks worse, and nothing is worse, than an advertising novelty 
plastered with advertising. 

An interesting colored picture, with plenty of sky and water, will 
generally be hung up, if it does not contain offensive advertising, but if 
the entire Atlantic Ocean is covered with the sign " Use Brown's Pills," 
the waste basket is a natural receptacle for such a hanger. 

The majority of pictures have a convenient barn door or fence for the 
advertising. 

The picture, or novelty, should have sufficient interest or usefulness in 
itself to be attractive. The receiver will find the advertising upon it, no 
matter how small may be the print. 

Remember one thing, while advertising novelties can be made to be of 
extreme value as advertising mediums, the advertising novelty never has, 
and never will, take the place of periodical advertising. It is simply supple- 
mentary to it, and when intelligently used in conjunction with periodical 
advertising, it is to be generally recommended. 



BVSIMESS 

BRINOIMO 

MOVELTIES 

ORIGINAL DESIGNS 



FOR- 



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OFFICE AND MAHUFACTOPV- 

BOSTON, : GoPeapl 5t. 



One of the Profitable flETHODS 

OF DRAWING 

Cash Trade uL™ Good Premiums. 



With a High 

i NEWSPAPERS, RETAIL DEALERS in all trades. ^ , r - , 

MANUFACTURERS OF fe£& \ 3.\\XQ <H1G 



&$ THESE ARE SUPPLIED TO $& 

||g SOAP, TOBACCO, COFFEE, ||| 

|p BAKING POWDER. SEED GROWERS, ETC. '0 LOW Cost. 

?&JrtlW}fiwy?lWs7\\'sfif\\'s/fa 



Special 



Premium Plans are suggested by the 



Empire Publishing Co., ,46 & ^ w w t R K treet ' 

Their sixty-four page illustrated catalogue always proves interesting 
to users of fine premiums. It is mailed on request. 



415 




Desultory Advertising 



" A mob of thousands ne'er dared face the guns of Regulars " 

[ERE'S an advertising axiom, acceptable by unanimous vote 
of business test-proof : 

The periodical is the main trunk of advertising ; all else 
are branches dependent upon the trunk for support. 

Circulars, cards, lithographic work of every kind, printed 
novelties, leather, celluloid, or anything else in the way of useful or orna- 
mental novelty, made of any kind of material, to be used for advertising 
purposes, have their places in the economy of advertising. They have 
been used, and always will be used, by large and small advertisers. 

The catalogue and descriptive circular are essential to complete, consis- 
tent, and successful advertising. 

Business cannot be carried on without descriptive matter. 

Promiscuous circulation of printed matter — the sending of catalogues 
or circulars to so-called lists of names — even if such names are genuine, 
is worth comparatively little, and can pay at best intermittent dividends. 

The field of the catalogue and circular is to give information. 

The advertisement is to make people send for such information. 

The man who writes or calls for a catalogue or circular will read it, 
when he will throw into the waste basket the same thing sent to him un- 
requested. 

Advertising in regular publications sifts out the impossible customer 
from the possible ; it allows the advertiser to rake the ground with his 
own rake, and to gather in the people with whom he can hope to do 
business ; no more and no less ; it reduces the field of the town into the 
field of his business ; it places the advertiser in direct connection with 
the people he has the chance to reach. 

416 



DESULTORY ADVERTISING. 417 

The advertiser who believes in hand-bills has only to stand upon the 
sidewalk when boys are passing them out, to be forever convinced that 
this kind of advertising is worth as near to next to nothing as it can be, 
without being nothing. 

To bring flyer-matter to practical business figures: 10,000 cheaply 
printed circulars cost fifteen dollars. A boy to give them out, either from 
house to house, or to pedestrians, will charge, say two dollars. If he 
leaves only one at a house, and gives only one at a time on the street, he 
will not make much on the job at two dollars. Boy-circular-distributors 
are not built that way. One must take them as they are. In order to 
argue from the worst side of the argument call it seventeen dollars for the 
circulars, and the distribution. 

If the boy is anything like other boys, and he probably is, he will 
attempt to give ten circulars to every one who passes, or one, and throw 
away nine ; one thousand circulars to one hundred people ; ten thousand 
to one thousand people. 

If the circulars are left at one thousand houses, ten at a house, and the 
chances are the boy will average more than that, five hundred of these lots 
will be blown from the steps, leaving five hundred lots to do the business ; 
of the five hundred lots remaining about one hundred servant girls will 
pick them up to take them into the house ; of the one hundred lots carried 
into the house, possibly seventy-five of them will be seen, and fifty more or 
less looked over. 

To recapitulate : out of the ten thousand circulars, fifty may be read. 
More or less of the remaining 9,950 will be seen blowing around in the 
street, or stuck in the gutter, giving some reason to think that a moderate 
amount of good may come from those not actually held in the hand. 

If the circulars are distributed on the street, about one man or woman 
in fifty will accept one of the circulars, and out of the fifty about two will 
keep them, and out of the two about one will read the contents. 

This reduces the drawing power of circulars given away upon the street 
to a value of two per cent. 

If these statements seem exaggerated let the doubter follow the circu- 
lar distributor from house to house, and spend half an hour beside any 
man or boy distributing circulars upon the street, to see the street and 
sidewalk fill up with that which the merchant has paid good money for. 



418 DESULTORY ADVERTISING. 

No one cares to put himself upon record for stating that circulars 
never have paid, because they have in exceptional cases, but the writer is 
willing to stake his reputation upon the statement that an advertisement 
in a decent paper is worth more than an acre of circulars. 

Had the circular matter, which cost the merchant seventeen dollars, been 
placed in a small space in a good newspaper, from three to six times as 
many people as the circulation of the paper would have been given 
opportunity to see the announcement. 

Every reader of a paper does not read every advertisement, nor does he 
see every advertisement; but it is fair to presume that a well worded and 
fair sized advertisement in any publication will reach the eye of about 
seventy-five per cent, of the readers, most of whom are possible customers. 

When a man pays one cent, or a dollar for anything, from a newspaper 
to an illustrated magazine of art, he is obliged to make an effort requiring 
the expenditure of a definite sum of money. No matter how small that 
sum may be, the spending of it is positive proof that the buyer desires 
that which he has bought. He purchases it for no other purpose than to 
read it. If he reads even a small part of it he must see some of the 
advertisements, and his eyes must dwell upon those advertisements which 
announce goods he is interested in, or which suggest that he become inter- 
ested in them. 

The writer is a strong disbeliever in any advertising medium which 
reaches the reader without any effort being made by the reader to get it. 

No matter how beautiful the paper may be, how well written, and how 
well edited, if it be thrust upon the public unasked for. Such are desul- 
tory papers at best, and contain nothing which the reader would pay for, 
for if he would pay for them they would not be given him for nothing. 

The paper of free circulation has no standing, no backing, no founda- 
tion ; it generally appears but once ; is thrown at the reader without 
hitting him. It has no element of permanency, and that which is not 
permanent is worth about nothing. 

Advertising in mediums paid for is worth at least twenty times more 
per copy circulated, than advertising in anything which costs the receiver 
nothing. 

Directory advertising, with the exception of cover space, may be con- 
sidered as semi-desultory. 



DESULTORY ADVERTISING. 419 

The directory is like a dictionary, only one particular part of it at a 
time has any interest for the reader ; no one reads a directory for 
pleasure, and no one turns to the next page to see what is upon it. 

The circulation of directories is exceedingly small, hardly one quarter 
as large as that they may be supposed to have, although their reading 
circulation is unlimited. 

The reader grabs the directory, turns to a certain name, closes the book 
with a bang, and all is over. 

If the advertiser believes in inside directory advertising let him paste 
a five dollar bill in any part of a directory among the advertisements, or 
among the reading matter, to see how long it will take for it to be brought 
to light. If it be among the reading matter it may be discovered. If it 
be among the advertisements it is about as secure as it would be in a safe. 

Nothing said here should be taken as derogatory to trade directory ad- 
vertising, for good trade directories are really encyclopedias of information ; 
of limited circulation, yet of the right kind to make trade advertisements 
pay. 

The claim made by the majority of directory representatives, that the 
advantage of directory advertising consists largely in that every advertiser 
is given, under his name in the directory portion of the book, a reference 
to his advertisement in the back, is, it must be admitted, of reasonable 
soundness. 

There is an advantage in being able to tell the people, at length, what 
you particularly manufacture or sell, and the regular directory department, 
as well as the business directory section, cannot give a recapitulation of 
your specialties and regulars, and the reference referring to some other 
part of the book, where your advertisement appears, has in it a certain 
amount of value. 

There is, however, no necessity of taking full pages, or a series of pages. 
Generally, space of two or four inches is sufficiently large to give this 
direct information. 

If the advertiser, in looking through the business directory, to find the 
names and addresses of those who manufacture pumps, discovers an adver- 
tising reference beside your name, and turns to such reference, it makes 
no difference to him, particularly, how large an advertisement you have, 
so long as it gives the information he desires. The chances may be that 



420 DESULTORY ADVERTISING. 

he will seldom look through the advertising pages, unless directed by 
reference. 

The plan of many directory concerns, of placing any merchant under 
business directory headings, using caps or full face type, and charging a 
nominal price, say fifty cents or a dollar for each appearance of the name, 
may be of questionable value. 

If the directory be a first class one, the name of every man in any line 
of trade must appear under its regular heading, and maybe no particular 
advantage is gained in having the name appear in larger type. 

The directory representative brings another argument. He says to the 
boot and shoe man, " I will place you under « Boots & Shoes ' for 
nothing ; if you desire to appear under the heading, ' Shoes,' it costs you 
a dollar extra." 

There are cases where it is advisable to appear under several headings, 
but it is certainly worthless to appear under a large number of manufac- 
tured headings, substantially alike, and which are given simply because 
the directory is desirous of receiving extra dollars. 

The directory advertiser, in being under a special heading, should see to 
it that no other man in his particular line of trade is given a similar head- 
ing, which, on account of the alphabetical arrangement of the wording, 
allows the rival to precede him ; for instance, the heading " Shoe Dealers " 
would precede the heading " Shoe Men." 

The directory representative may suggest that you go under the special 
heading " Shoe Men," for that will let you precede the heading " Shoes." 
He may go to some rival in your business and suggest the heading " Shoe 
Dealers," which will precede the other two headings, and the reader of the 
directory looking for " Shoes," and finding the heading " Shoe Dealers," 
might not look further on. 

The first class directory is worthy of respect, and it can be used as an 
advertising medium to advantage, but there are, scattered throughout the 
country, a large number of illegitimate directories, which are mere adver- 
tising schemes, without circulation and without standing. 

The advertiser should confine his directory advertising, if he must have 
it, to standard directories, and even then he should use discretion, for 
there is such a thing as too much directory advertising, even in the best of 
them. 



DESULTORY ADVERTISING. 421 

A map, or chart, or picture may be beautifully executed, and the 
advertisement may be allowed to occupy the space of the entire Atlantic 
Ocean. It looks well when hung up. Let the advertiser, before making 
a contract, look upon his own office walls, and see how little of this sort of 
trash is there. He may find some pasted up in the shipping-room, but 
that locality is not the arena of the populace, and about all the people 
who will see it consist of his shipper and other shippers. 

Nothing in this chapter must be taken as in any way depreciating the 
value of catalogues, and other printed matter, and effective advertising 
novelties. 

The argument against all printed matter, and everything in the line of 
novelty, is not against printed matter and novelties ; it is in the fact that 
some advertisers attempt to do advertising by these methods alone. 

Printed matter is absolutely essential to good advertising, and advertis- 
ing novelties are often productive of the greatest good, but they must be 
used in connection with regular periodical advertising. 

It is the business of the periodical advertisement to make printed matter 
and advertising novelties effective. 

The burden is on periodical advertising, not upon the other methods of 
advertising. 

The happy combination of all good methods is positively necessary. 

The local advertiser, and frequently the national advertiser, are pre- 
sented with urged opportunities to advertise in fair papers, secret order 
bulletins, programs of celebrations, and other publications of transient 
character. 

The local advertiser frequently is obliged to advertise in such publica- 
tions. They are presented to him by some prominent woman or man, 
who, without knowing it, is a legitimate blackmailer, and it would be bad 
policy not to advertise in such publications, and frequently such advertis- 
ing, because it is of extreme local interest, is really productive of trade. 

Regular theatrical programs are a part of the entertainment perquisites, 
included in the price of the ticket. They are therefore of paid circulation. 

Programs distributed upon the street are pre-eminently desultory. 

The local advertiser must use his judgment. He must consider how 
much it is worth to him to advertise in such publications, and how much 
it will cost him if he doesn't advertise in them. 



422 DESULTORY ADVERTISING. 

The national advertiser has no business in such publications, unless they 
are issued by committees, made up from his particular line of trade, where 
it's necessary for him to advertise, as a matter of courtesy. 

Do not make the fatal mistake of considering that advertising space is 
not merchandise. It is as much so as the carpet on the floor, or the flour 
in the flour barrel. It is no more a luxury than the buttons on the 
pantaloons, or the lining of the overcoat. The man who considers adver- 
tising a luxury, and advertises, should have a guardian placed over his 
business. 

People do not place implicit confidence in advertising statements, but 
for all that the permanent character of the paper has the power to transfer 
its weight to the goods advertised in it. 

The majority of people are regular readers of regular publications. The 
arrangement of the news and advertising columns become fixed factors in 
their minds ; they depend upon their favorite paper, and unconsciously or 
not learn to rely upon the advertisements in it. 

An advertisement in a regular paper has habitation ; it is a part of the 
paper's life ; it is so recognized by the reader ; there is identity and 
reliability about it of fixed quality. 

The circular has no character beyond its individual appearance. It is 
a sort of Will-o'-the-Wisp, whose natural fate is the gutter. 

The mail-circular, unless sent for, is but a step in advance of the passed- 
out flyer. 

A bungling, poorly worded advertisement in a good paper may be a 
poor investment, but it is infinitely better than the most artistically gotten 
up circular of promiscuous circulation. 

The newspaper is the natural medium of advertising, and the only one 
which is absolutely necessary to business publicity. Aided by comprehen- 
sive catalogues, well written circulars, first-class goods, and live salesmen, 
it is worth double its individual value. 




Honesty in Advertising 



" For Truth ne'er skipped a dividend " 

^REPRESENTATION will sell goods. 
Lying salesmen can sell shoddy. 

Absolutely false printed statements not only bring people 
into the store, but assist in selling fraudulent goods. 
Men have become rich by dishonesty. 

There are plenty of cases where actual gain has sprung from following 
the twisted adage, that, " dishonesty is the best business policy." 

It is useless for moralists to deny the truth of this statement, for they 
are overwhelmed with the evidence of many recorded cases where misrep- 
resentation and fraud have enabled men to make money, and keep money. 

But every financier knows that in nine cases out of ten strict honesty 
and business integrity will build up a more solid foundation for business 
than any amount of gilt-edged misrepresentation. 

The successful business villain hasn't sufficient ability to be honest in 
business. 

Dishonesty is a sign of business weakness. 

Business men are not dishonest from choice ; they are over sharp when 
their natural or attained business strength is too weak to suggest the longer 
and surer road to probable success. 

The majority of reliable houses are those which are honest inside of the 
store, and out of it. 

Transient trade undoubtedly comes to the dishonest advertiser, and 
goods are sold over dishonest counters, but for all that, honesty in every 
department of business is that which has not only founded profitable busi- 
ness, but has developed and held every business worth holding. 

The shrewd business man is not after transient trade. He is not after 

423 



424 HONESTY IN ADVERTISING. 

the man who comes to him to buy to-day, to skip to-morrow, to come 
to him the day after to-morrow, perhaps. He is after the man who 
comes all three days, and will continue to come. 

One regular customer is worth more than three transient customers. 

The papers may be filled with advertisements of " Unheard of Bargains," 
of " Unparalleled Discounts," of " Heart Rending Sacrifices," of " Fire," 
" Smoke," and of " Water," of « Damaged Goods," of « Ten Dollar Bed 
Quilts at $3.75," of "$40 Overcoats at $15," of " Lowest Prices," and all 
that sort of thing, intended to misrepresent to possible buyers, and to draw 
into the store the fools of the community. 

Notwithstanding that this practice has paid, and continues to pay in 
certain cases, it is evident that the theory is wrong, irrespective of its 
immorality, and that such advertisers cannot hope to leave to their 
children a business of any real or permanent value. 

" Bargains " are the " chestnuts " of trade, and " less-than-cost-goods " 
libels on common sense. 

True, some folks believe in bargains, and other folks look for bar- 
gains, but " Unparalleled Bargains " never have existed, never will exist, 
and never will be believed to have existed. 

Where ten stores in the same town are advertising the same bargain, 
each of the ten stores is materially assisting in driving trade away from 
itself. 

There is nothing original about a bargain. It has been worn thread- 
bare. 

No man ever sold goods for less than cost, except under peculiar circum- 
stances, and no man has ever been believed to have sold goods for less than 
cost, even though he may have been so doing. 

It is absolutely useless to advertise to do a thing, even though you may 
do it, when no one believes you are going to do it. 

" Fire, smoke, and water" have burnt out, and soaked out, their value. 
The people can no longer be filled with smoky falsehoods. 

" Tremendous Sacrifices " and all that nonsense, billed in big type, 
insult the reader, disgust the thinking man and woman, and bring to the 
store a set of curiosity seekers, who may buy for once, and then stop buying. 

Many a store may have existed by bill-board advertising, lying, and 
misrepresentation, with a bolstered-up credit which no bank will discount. 



HONESTY IN ADVERTISING 425 

The occasionally successful house, built upon apparently solid, but dis- 
honest foundation, by exception, proves the general rule. 

It is safe to follow the law of averages. 

In these days of sharp competition, and scheming men, and lying mer- 
chants, originality is to be practiced at any reasonable sacrifice. 

Honesty at the present day is originality. 

It is better to underestimate the quality of the goods, so that the purchaser 
may be surprised when he sees them, than to overestimate, and disappoint 
the buyer. 

An overestimate may bring the man to the buying point, but it will not 
sell the goods. 

An underestimate may not bring as many buyers, but it will make a 
customer of every one of them. 

It is not good policy to underestimate, as a general thing. Tell the whole 
truth, describing the goods as they are, painting them in the brightest of nat- 
ural colors, arranging them so that all that is in them will show, and no more. 

Abraham Lincoln never said truer words than when he declared, " You 
can't fool all of the people all of the time." The advertiser cannot do it, 
even though he thinks he can. 

The best and most prosperous merchants in every city are those 
noted for their honesty. Everything they sell is as represented, or the 
money is refunded. Their trade is solid; advertising keeps it alive, and 
brings more ; a customer once in is in forever. 

To-day advertising has run to such an exaggerated extreme, that people 
are beginning to mistrust it. 

The opportunity of honesty is ripe, and not half improved. 

The advertiser, whether he sells overcoats, stockings, or boot jacks, 
should announce in the most honest terms exactly what he has to sell. 
Not only should he advertise honestly, but the advertisements should have 
the appearance of that generous, openhearted truthfulness, which carries 
with it conviction, and which makes a friend of the reader, and a perma- 
nent friend when the reader becomes a buyer. 

It is simply a question whether the advertiser proposes to do business, 
and to continue to do business, and to get the most out of his business, or 
whether he proposes to work by the aid of the flash light, — to make a 
great deal of money to-day, and fail to-morrow. 



426 HONESTY IN ADVERTISING. 

It is assumed that the average business man would rather be honest 
than dishonest, and on that hypothesis can be made the broad claim that 
honesty in advertising will create more business, and hold more business, 
than all the dishonest advertising which man can devise. 

The advertiser who thinks that by his dishonest statements he is fooling 
the public, is simply fooling himself. The public are not fools, whether 
they live in the Green Mountains, in the City of the Golden Gate, at the 
Hub of the Universe, in the Metropolis, or in the Great Central City of the 
West. 

Education and periodical enlightenment are driving practical knowledge 
into every man and woman. People now-a-days know that a spade is a 
spade, and cannot be bulldozed into believing that it is a club or a heart. 

It is easier to fool city people than to fool country people. The city 
man may be on his guard, but the countryman expects to be swindled, 
and becomes bomb-proof. 

The greatest advertisers in the country, whether from principle or any- 
thing else, are becoming honest advertisers, and those which express the 
most honesty in their advertisements are the ones which make the most 
dollars. 

Any fool can be dishonest ; there's nothing bright about swindling. 




Street Front Advertising 



The cheer Jul window bids a cordial welcome to the dreary street " 

|N Y words about window d ressing, and decorative advertising, 
would be, materially, more valuable could they be accom- 
panied with comprehensive and pleasing illustrations. 

The reason this chapter is not illustrated is simply be- 
cause it is impossible to present illustrations. 

The writer has been in personal correspondence with the leading pro- 
fessional window dressers of the United States. He has made every 
effort to obtain photographs, drawings, and sketches of prominent dis- 
plays, that he might present them to his readers. 

There are probably not, all told, in the United States a dozen photo- 
graphs of window displays, doing justice to the artistic work. 

It is well nigh impossible to photograph a window with good effect. 
The majority of window sashes cannot be lifted, and without natural rear, 
and overhead light, it is extremely difficult to photograph interior spaces 
through glass. 

Every effort has been made to obtain sketches, and illustrated studies, 
in window dressing, but the material has not been available, for window 
dressers seldom make any record of their achievements. 

A vital difficulty presents itself, in that no illustration, however elabo- 
rate and perfect, will present anything more than plain and conventional 
styles of window dressing, for the best designs cannot be reproduced upon 
paper. 

To properly dress and decorate a window, that it may be admired by 
the public, requires natural and cultivated ability. No one without true 
artistic sense, and discrimination of color, in its lights and shades, and 
without a well developed bump of common sense, combining business art 

427 



428 STREET FRONT ADVERTISING. 

with the aesthetic, can hope to more than poorly succeed in window 
dressing. 

While decorators are born, not made, their true artistic accomplishments 
are generally worthless, unless working in co-operation with careful train- 
ing, and practical experience. 

In every store there are from one to a dozen or more clerks more likely 
to possess window decorative ability than the others. 

It is suggested that the employer stimulate competitive mettle, with a 
view to creating the office of head window dresser, placing it entirely in 
the charge of some one clerk, with assistants who have been proven to 
possess natural ability in this direction, and who are willing to study 
window dressing as a business art. 

The larger stores, of course, employ professional talent in this direc- 
tion, but the majority of stores cannot afford to pay the heavy professional 
fees, and must content themselves with making other departments do this 
important branch of advertising. 

The true artist must be a slave to his talent, and while his methods may 
not admit of strong artistic criticism, when judged by the standard of 
broad and undefiled art, he may totally lack that special common sense 
business ability, so absolutely necessary in combination with true art, in 
the production of business-bringing decoration. 

The show window is created wholly for appropriate dressing, and if it 
be not properly arranged, it is simply useless, a waste of space which 
cannot be utilized for any other purpose. 

It is far better to place a sash curtain at the window, than to fill it with a 
conglomeration of everything, meaning nothing, and interesting to nobody. 

A show window is in a position where it must be looked into, and if it 
be properly dressed, it presents the cheapest and most effective means of 
advertising the goods in the store, because it really costs nothing, the 
material used in decoration being regular stock. 

Suggestions on window dressing are simply beyond the power of enu- 
meration. This chapter can but present a brief outline of suggestions, 
instead of definite ideas, the writer expecting that whatever he may say 
will be of little account, except in starting a train of thought which more 
experienced men can build into something of genuine, business-bringing 
decoration. 



STREET FRONT ADVERTISING. 429 

The cost of decorating is merely nominal, the decorator's tools consist- 
ing of a hammer, saw, some nails, and a few boards and boxes, the para- 
phernalia being made up wholly of goods in stock, with such outside 
additions as may be considered appropriate. 

Upon general principles, it is better to decorate in the store's line of 
business. The dressed window should illustrate the trade of the store. 
It should be the mirror of the seasons, and an object lesson of the styles, 
instructive, as well as beautiful to the eye. 

Decoration should be with abundance of light, for light is a part of it. 
The light should not glare in the faces of the lookers-on, for the dressed 
window is substantially a scene upon a stage, with foot-lights, side-lights, 
and top-lights. A row of gas lights at the bottom of the Avindow, 
properly screened from the outside, and placed close to the glass, acts as 
foot-lights, and keeps the frost from collecting on the window pane. 

The incandescent electric light is by far the best for illuminating pur- 
poses. Its light is clear and strong, and there is absolutely no danger 
from it. The electric light can be placed in any position, among inflam- 
mable material, and can throw the rays of any color freely, from anywhere. 

The one great law of window decoration is, " Do not mix decorative 
styles." Illustrate one thing at a time, and only one. Do not show in 
the same window shoes, stockings, underwear, and hats. If your exhibit 
be of hats, then have all hats ; if of shoes, all shoes ; if of stockings, all 
stockings. Decide upon a certain line, and let that line fill the window, 
arranged in the most attractive form. 

In stores where a variety of goods is kept, material for window displays 
can never fall short. 

Streamers, banners, and shields, of bright colors, and happily blending, 
frequently can be used to advantage in illustrating some particular line of 
trade. The paraphernalia can be made up of goods in stock, and in 
this way a double exhibit can be presented, without the disadvantage of 
apparently two things at a time. 

The mere piling of goods in the window can be done so as to produce 
a harmony of colors. 

The building of pyramids, columns, houses, and innumerable other 
things, suitable for building purposes, attracts the attention of young 
people, and the young people bring their parents with them. 



430 STREET FRONT ADVERTISING. 

A bridge of calico is suggested, the bridge proper built of wood, the 
pieces of calico being so arranged that the frame work is invisible. On 
the same principle a fire-place can be constructed, and monuments, minia- 
ture representations of prominent buildings, churches, towers, exhibition 
buildings, state buildings, and the like. 

The ladder is one of the handiest things upon which to hang decora- 
tions. 

An arrangement of looking-glasses will often add to the effect. 

Handkerchiefs make a good background, if the colors blend well, and 
can be built into pillars, arranged in cones, or an immense heap of hand- 
kerchiefs can be shown, draped loosely, to represent bulk, as characteristic 
of the size of the handkerchief business. 

Dress goods offer almost every shade and color, and certainly limitless 
opportunities for artistic combinations in design, and the largest window, 
and all windows, can never contain the different arrangements easily 
possible in the leading lines of fabrics. 

An evolution in stockings is suggested, exhibiting the infant's size, and 
continuing to the longest of the long, arranged so that the comparison 
will make a very striking effect. 

One thing should never be forgotten in window decoration, and that is 
that the same kind of goods, in different grades, should not often be 
shown together, for such exhibition throws into strong relief the inferior 
quality of the lowest grade of goods, when the inferiority would not be 
prominent if shown by itself. 

Collars and cuffs can be built into forms of elephants, and other 
animals. Bridges can be made of them, houses, towns, boats, and vessels. 

Neckties can be arranged in poems of color, the different shades radiating 
like the glow of the rainbow. 

Underwear can be shown on models, and otherwise. There is nothing 
particularly artistic about it, but it can be arranged to be, in a business- 
like way, striking and effective. 

A scale of shoes, presenting the baby's up to the number twenty, if it 
can be obtained, will impress upon people the extent of the stock, and 
will give them an object lesson in feet. 

Extra size rubbers, appropriately labelled, Avith more or less wit in the 
label, attract attention. 



STREET FRONT ADVERTISING. 431 

A pair of boots, said to be worn by Goliath, or some other remarkable 
man of size, if properly set off, will create newspaper comment, and 
pedestrians will not fail to give them fnll credit. 

A fountain playing in the centre of the window, with gold fishes 
swimming in a bowl below, must attract a crowd. 

The fountain and the surrounding scenery can be made up of general 
articles, arranged in a harmony of color, the fountain simply serving as an 
extra attraction. 

The old idea of placing waterproof shoes in a tank of water, conven- 
tional as it may be, emphatically impresses the beholder with the water- 
resisting qualities of the shoes. The tank can be made more attractive 
by the addition of floating water-lilies and aquatic plants. 

Automatic window features are novel, and can be made to be very 
attractive. A little steam engine costs but a few dollars, can be run with 
alcohol or gas, and may be made to keep a number of comical toys, or 
things of more serious character, in motion. 

Why not build a lovers' walk in the window ? Construct the miniature 
shrubbery of flowers and ferns ; dress a handsome doll in handsome 
clothes ; from behind the scene, start her along the walk, and when she has 
walked about half way, start a walking dude after her. Let the dude walk 
faster than the girl, and meet just as the two disappear from sight. They 
should disappear in concealing scenery, at the further end of the window, 
starting again at frequent intervals. Of course it will take machinery to 
do this, and a clerk must watch it, but it need not be an expensive clerk, 
and the show is well worth the cost. 

Build a miniature armory of umbrellas. 

Make a pipe organ of rolled goods. 

The quality, style, and fit of clothing may be well shown upon draped 
figures, but do not have faces on the figures if you are going to make 
them unnatural and ghostly. Do not overpaint the faces. Have them 
natural, or do not have any faces at all. Some local artist can paint the 
faces to look like faces. 

Do not allow the show figures to stand like dummies among a havoc 
of clothing. Seat some of them; arrange a street, or other scene, for 
a back ground ; introduce trees and foliage ; place them in apparent 
comfort, in representation of a well filled parlor or sitting-room group. 



432 STREET FRONT ADVERTISING. 

Frequently a crayon portrait or photograph of some prominent man or 
woman, placed in a window and properly decorated, attracts attention, and 
the attention is likely to be carried from the picture to the goods around 
it. 

The grocery store has abundant opportunity for practical display. Let- 
ters can be made of grain. Pyramids, houses, and other attractive features 
may be built of tomato cans. An exhibition of hams need not be unattrac- 
tive; in fact, almost anything can be displayed, but don't mix the class of 
articles. Have only one particular kind in a window at a time. 

Why not build a well equipped kitchen in the window. A colored glass 
lantern in the cooking stove closely resembles a fire, and a heating lamp 
under the tea-kettle will produce a cheerful stream of steam. 

The old griddle-cake idea may be conventional, but it attracts people 
just the same. 

A good looking girl, dressed like a Quakeress, making molasses candy, 
or serving tea or coffee, or doing anything else, will attract a crowd of 
buyers. 

No matter what one's business may be, the working feature will attract 
a larger crowd, and hold a crowd longer, and bring more business, than 
all other methods of window dressing combined. 

People are interested in how common things are made. 

The crowd never thins around the window where an old man is mend- 
ing shoes. 

The potter's wheel, in the hands of an experienced potter, plying his 
trade in the window, so as to be easily seen from the street, will keep 
people around the store all of the time. 

The old-fashioned spinning-wheel, with an old-fashioned girl manipulat- 
ing it, is an object lesson in contrast with the lightning looms of today. 

If it is possible to manufacture, or do anything, in your line of business, 
and you can do it in the window, do it, by all means, and keep at it, until 
it becomes monotonous, and then try something else. 

Keep changing working displays, and have just as many of them as 
possible. 

The old idea of Santa Claus, during the holidays, may be as ancient as 
the hills, but children like Santa Claus, and mothers appreciate their 
enthusiasm. 



STREET FRONT ADVERTISING. 433 

Christmas toys in the windows always attract people, because no one is 
beyond the influence of the good-will of Christmas time. 

Build a parlor in your window, if you sell furniture. Place a placard 
there stating "All this for $175." If you don't sell furniture or carpets, 
build a parlor, and place in it some particular line of goods you sell, and 
call attention to it by a placard. 

It doesn't make any particular difference what you illustrate in your 
window, provided you illustrate something interesting, and you can legit- 
imately work into that something the line of goods you sell. 

A boy standing in a window and everlastingly shaking down a coalless 
stove, that he may illustrate the ease of turning the grate crank, will 
make people stop to look at the stove. 

Action is everything, and action in window display, to attract people, is 
worth a dozen times more than inaction. 

Good as a dummy may be, and artistical as a model may be, there is no 
life and action in them. Movement always attracts a crowd, and when 
that movement is concentrated in your window, and illustrating something 
you sell, the passers by are yours, every one of them. 

If the merchant will encourage some one of his clerks, by financial 
appreciation, to study window dressing carefully, and will give him full 
scope, and insist upon simplicity, and the one-thing-at-a-time idea, posi- 
tively refusing to have a conglomeration of his goods placed in the 
window, the generally wasted space of the show windows of the country 
will present to the merchants free advertising, of standard quality. 



Inside the Store 




" The inside and outside make both sides " 

HE same general suggestions on window dressing and 
decoration apply as forcibly to interior display and arrange- 
ment. 

A well dressed window should be properly flanked by a 
well arranged store interior. 

Nothing creates more unfavorable comment, and causes more depression 
upon the buying propensities of any customer, than to gaze into a mag- 
nificently arranged window, and then to enter a dark, gloomy store, with 
goods apparently arranged in the most unbecoming positions. 

It has been said, with truth, that the outside appearance of almost 
everything has as much to do with its sale as its true intrinsic value. 

In buying, nowadays, appearance is not necessarily everything, but it 
has a great deal to do with the consummation of trade. A customer 
looking for a chair, or anything else, and finding that chair in an uninviting 
position, surrounded by nothing of eye-pleasing character, may buy the 
chair, but he is more likely to purchase it somewhere else, where the chair 
has a proper setting. 

The old-fashioned idea that goods sell upon their merits, and that merit 
alone is essential, has grown mouldy in its disuse. Intrinsic value and 
sterling merit must exist, but upon them does not depend wholly the 
burden of sale. 

No matter how good a thing you may have, its selling quality depends 
upon your ability to make people accept its value. 

The finest piece of anything, believed to be a great deal poorer than it 
is, will sell for a low price, when it would sell for its full value if properly 
displayed, 

434 



INSIDE THE STORE. 435 

It is essential that the goods be well handled, and arranged as well 
inside of the store as in the window. The same talent which makes the 
window dresser successful must be applied to the arrangement of every- 
thing within the store. 

It makes no difference what the article is, it can be presented so that it 
may show to advantage, and if it does not show to advantage, it handicaps 
itself in disposing of itself. 

Harmony of color in dress goods, and other lines of fabrics, is essential. 

While true artisticness is to be fostered, there is such a thing as pro- 
ducing too aesthetic a combination for the common people. In certain 
districts people prefer staring colors and bright combinations, and if they 
desire such combinations, give them to them. There is no necessity of 
descending to vulgarity in art, but there is necessity of so guiding art 
that people will appreciate it. 

The same rule which governs the musical selections of the popular 
band, playing what the people want, and nothing else, must be carried 
inside the store. v 

Be careful not to show poor goods of a certain class close to better 
goods of the same class, if the contrast is going to make prominent the 
defects of the poorer grade of goods. A fifteen cent handkerchief may 
look well by itself, but place it beside a thirty cent handkerchief, and all 
of its inferior quality is thrown into the boldest relief. 

It is always advisable to arrange samples of goods for sale in such 
positions that they will not be handled or depleted by being used for sales, 
that is, if you have on your stocking counter a certain kind of stocking, 
arrange these stockings in some position where they will show to advan- 
tage, but do not sell stockings from that group of stockings. Sell them 
from a box in front of you, or back of the counter, or somewhere else. 

Interior store arrangement demands that there be three ways of ar- 
ranging goods : first, for exhibition purposes ; second, for the same as the 
first, with the additional advantage of being close enough for examination ; 
third, a respectable arrangement of the stock from which sales are to be 
made. 

The finest carpet may not show to advantage in a certain light. Have 
the right light, or don't show that carpet. A rug may look better in some 
one position in the store, than somewhere else ; have it in that position. 



436 INSIDE THE STORE. 

A diamond ring depends as much upon the light it receives, as the light it 
flashes, for its brilliancy. 

A watch, hung by a string in a window, does not look half as well as 
it does in a plush lined case, or resting upon some other appropriate 
receptacle. 

A bedstead, taken apart and crowded up against a wall, is worth twenty- 
five per cent, less in the buyer's eye than the same thing ready for use. 

You must please the buyer's eye. 

There is many a bookcase which appears to better advantage six feet 
away than it does close by, and it is frequently packed in an aisle three 
feet wide, when it should stand by itself. 

It is much better to show a small stock, and show that stock well, and 
pack the rest of the stock in the storage rooms, than to attempt to crowd 
the warerooms with everything, each thing handicapping all others. 

The average business man, or the average clerk, has not the slightest 
idea of interior decoration. He does not know how to arrange interior 
things. 

It is the business man's business to find some one among his 
employees, or to import some outsider, if necessary, who understands 
harmony of arrangement, and who knows how to make everything in the 
store show to the best advantage. Such a man is invaluable, and must be 
financially appreciated. 




Employer and Employee 



" We lean on one another " 

T is not purposed to discuss capital and labor — the two 
vexed problems of human economy, which never have been 
settled, and very likely will not be settled, until business 
assumes a millennial policy, and strides beyond the pale of 
advertising. 

The shop girl, and the hand worker, in the mill, or the mechanical 
department of any establishment, are not directly connected with buying 
and selling, and therefore their relationship to their employers, and the 
relationship of the employer to them, cannot be considered in a book of 
this character, which must confine itself entirely to that part of business 
inside, in full view of business outside. 

No matter what one may manufacture or sell, at wholesale or retail, 
the goods must reach the public through the medium of a line of middle- 
men, ending in the salesman who meets the consuming purchaser. 

There are so few goods sold directly by advertising, without the inter- 
vention of the middle man, that there is no necessity of considering this 
feeble branch of business. 

The saleswomen and salesmen directly handle the sales of the majority 
of everything sold. The consumer does not know anything about the 
manufacturer, hardly knows where the factory is located, and cares 
less. 

By national or local advertising the consumer is made to inquire at a 
store for that which he desires. This inquiry he makes of the saleswoman 
or salesman, and is by her or him shown the article on sale. 

At this stage, consummation of trade depends upon four distinct con- 
ditions : first, the quality and effectiveness of advertising ; second, the 

437 



438 EMPLOYER AND EMPLOYEE. 

appearance of the goods when presented ; third, the desire of the 
purchaser to purchase ; fourth, the ability of the salesman to promote 
trade. 

If goods would sell without salesmen, the nickel-in-the-slot idea would 
permeate retail business. There would be simply sample counters, and 
customers would do their own waiting upon, ordering their goods by 
memoranda, to be shipped from the shipping rooms. 

Outside of absolute necessities, which one must purchase, whether he 
will or not, over seventy-five per cent, of sales are consummated through 
the personal magnetism and ability of salesmen. Not that the majority 
of these goods would not be sold if the salesman in a particular store was 
insulting, but that store would not sell the goods ; therefore the salesman 
becomes the last link in the chain of selling, as important a link as any of 
the other links. 

The relation between the employer and salesman should be frank and 
cordial. It need not ascend to intimacy, for the salesman has no more 
inclination to associate socially with his employer, than has his employer 
a desire to meet his salesman upon the same social platform. Liberality 
and cordiality do not necessarily include intimacy. 

The salesman who has not respect for his employer had better find 
some other position, for his own benefit, and for the benefit of the one he 
works for. The employer who cannot command this respect had better 
retire, to allow some better man to superintend his business. 

There is a line drawn between employer and employee, never to be 
crossed, but that line is one of discipline, not of unwillingness. The 
employee should feel that the kindly eyes of his employer are constantly 
upon him, that if he does his duty he will be appreciated, and if he does 
more than his duty he will be more appreciated ; that it is an object to 
him to sell goods, and to be on the most friendly terms, in a business 
way, with every one of his customers. 

The utmost politeness, without descending to silliness, is essential in 
every salesman. Hard as it may be, for all salesmen are human, the 
salesman must not show his impatience. The customer may be a bore — 
the majority of customers are — he maybe exacting, and demand privileges 
to which he has no right, but the salesman is obliged to bear this annoy- 
ance without an outward murmur, and to preserve his apparent politeness 



EMPLOYER AND EMPLOYEE. 439 

and businesslike bearing, though he may be boiling with inward indig- 
nation. He is there to sell goods ; it is an object for him to sell ; he is 
hired for that purpose, and he must do his best, bearing up under any 
annoyance, for the annoyances he stands behind the counter are nothing 
compared with the worry and anxiety of the business man, who is obliged 
to buy goods at prices which will enable him to sell them with sufficient 
profit to support himself and all those who work for him. 

The . employer should see to it that every employee understands, more 
than in a general way, the goods which he is handling. The employee 
who knows how silk is woven, and the process of making cotton cloth, 
can sell these goods better than can the man who knows nothing, except 
what he sees from the outside. 

The employee should be encouraged to gain technical information. The 
employer should go to additional expense that his employees may under- 
stand these things. If his store be large enough, he might open an 
evening school of instruction ; if it be small, he might give this informa- 
tion to his employees in book form. Let it be an object in his establish- 
ment for his employees to know something outside of routine duties, and 
let that knowledge be appreciated. 

The employer who expects to get thirty dollar men for twenty dollars 
a week, and twenty dollar men for ten dollars a week, may, on account 
of the emergencies of the times, procure such assistance, but he can never 
hold them longer than the times admit, for a good salesman can generally 
obtain his price, and will obtain it somewhere, if he cannot from his 
present engagement. 

The employer who expects his clerks to work well, and to be enthusias- 
tic in his interest, with less than an hour for lunch, and no half holidays, 
and few whole holidays, simply expects enthusiasm where enthusiasm 
cannot thrive. The well clerk, treated well, and feeling well, will sell 
more goods than the dyspeptic clerk, who eats a hurried lunch, and a 
dinner late in the evening, because his employer reckons value by the 
number of working hours, not by the product of labor. 

The great movement of Saturday half holidays will sweep the business 
world. The Scottish idea of live days for labor, one day for recreation, 
and one day for God, may never become general in this progressive 
country, but the coming of half holidays, in every line of business, whole- 



440 EMPLOYER AND EMPLOYEE. 

sale and retail, the business man cannot successfully combat. It is coming, 
and the progressive business man accepts it before it becomes universal, 
and gains credit for his liberality. 

The popular idea of keeping open retail stores, in small places, nearly 
every evening of the week, is frequently unavoidable, but there is no 
necessity of the entire force working from half past seven in the morning 
until ten at night. Let one or another drop off occasionally. Have a set 
scale of off-time, so that all can have an equal opportunity for rest and 
recreation, without interfering with the general business. 

The business man deserves no particular credit for this liberality. It is 
business policy. He depends upon his clerks for business ; without his 
clerks he could not do business ; it is simply a question of apparently 
extreme liberality, and enthusiastic work, or hard, rigid rules, long hours, 
no enthusiasm, and regulation services. 

Let the salesman remember one thing, that he is a vital factor in the 
business. Let his employer so respect him, and show that respect, so that 
the salesman may be willing to earn every dollar he is paid, and more 
too. 

Introduce civil service reform. Ninety per cent, of the insolent sales- 
men, and overbearing saleswomen, would be counter models, if properly 
educated by their employers, and treated with the same respect by those 
above them that it is demanded they show customers in front of the 
counter. Discipline must be preserved; heads of departments must be 
respected ; quibbling is not justifiable ; but let every employee feel that 
he can bring every grievance, personal or otherwise, to the willing ear of 
the head of his department, and that he can appeal from that decision to 
a higher head, even to the man who owns all of the business. 

There is blame on both sides, more blame, generally, upon the part of 
the customer than upon the part of the salesman, but the store must have 
the customer's money. It desires the customer more than the customer 
desires the store, for the customer can go elsewhere to buy the same 
thing, and the customer will go, no matter how ignorant and overbearing 
he may be, to the store which will stand his insolence, and the money of 
the insolent and ignorant person will buy just as much, in any market, as 
the cash of a Chesterfield. 



Selling 



" To sell or not to sell" 




HERE is nothing new in the substance of this chapter. Sub- 
stantially all that is in it has been given in other parts of 
this book, and has been propounded from every business 
platform, and discussed in the business books of the 
world. 

The climax of all trade, the one great object in everlasting view, 
guiding the right direction of every preliminary part of business, is the 
grand totality finish of business, that part of all parts vitally essential — 
that of selling. 

The bold statement is made that advertising never has sold goods, and 
never will sell goods. The man who expects his advertising to directly 
bring him business will be out of business. Advertising has nothing 
more to do with the direct selling of goods than has the shirt on the back 
of the office boy, or the polish on the top of the counter. Advertising 
is simply one link of the five-linked chain of business, necessary because 
it must connect the other links, and because it has direct strength in 
itself. 

Advertising acts as a master of ceremonies, a legitimate introducer, 
always alive, and always ready to introduce a customer to the goods, and 
to assist the salesman in connecting the goods with the customer. 

It is the salesman who is the direct means of all sales. 

It is true that the advertising of cheap chromos, and fraudulent watches, 
and other articles of no particular use to anybody, has been known to 
bring direct moneyed sales, but the sales are of a transient character, as 
transient as the success of the men who handle them. 

It is presumed that every reader of this book is a business man, who 



442 SELLING. 

builds business for the present, and for the future ; who considers the 
money he is going to make as worthy of his consideration as the money 
he is making ; who believes that, " sufficient unto the day is the profit 
thereof," is not the logic of business ; who is striving more for to- 
morrow's sales than for the sales of today. That kind of man simply 
balances every department in his business to the equipoise of successful 
nicety. He assumes that advertising will do certain work, and only that 
work ; that the quality of the goods is an essential to trade ; that the 
seasonableness of the goods, the way they are presented, the location of 
the store, all surmounted with the fact that he is able to get more for 
them than he paid for them, are what make profitable business. He then 
turns to his salesman, and expects the salesman to sum up all the other 
trade-essentials, and force from the pocketbook of the customer the money 
to pay for the goods, to run business, and to make profit. 

Ninety per cent, of unsuccessful business, today, owes its failure wholly 
to the inability of the salesman, whether the salesman be the proprietor 
himself, or an under clerk. 

Too much attention has never been given to the quality of salesmanship, 
and too much attention never will be given to it. 

All the advertising of the world, and all the quality of perfection, will 
never sell carpets in any particular store, unless there be salesmen to show 
the carpets, and to speak of their good points, and so impress the possible 
buyer with the necessity of buying that he will buy, and buy of that store. 

One great essential in selling is quality of salesmanship. An ignorant, 
poorly dressed, dirty collared, and unbrushed sort of a salesman cannot 
be expected to sell white satin. 

The principal selling suggestion is in the proper selection of salesmen 
and saleswomen for their particular work. 

The merchant who can regulate his salesmen, who can teach them that 
which they don't know, and can keep them from doing that which they 
ought not to do, is the merchant who will succeed anywhere, selling 
anything. 

As the diamond is apparently valueless in the rough, and demands the 
most careful setting for the display of its brilliancy, so do goods demand 
every possible setting, and every arrangement, including the ability of the 
salesmen, to bring out their qualities. 



SELLING. 443 

A nickel plated stove, upon a concreted cellar floor, with no light on it, 
and no light around it, cluttered with old cloths and pieces of scrap iron, 
will not sell for one half of its value, when it may be made to sell for 
more than its value if placed upon a handsome piece of zinc, on top of 
a brilliant Brussels carpet, surrounded with all the dazzle of well arranged 
lights, and presided over by a salesman, or saleswoman, who knows what 
he or she is talking about, and particularly about stoves. 

The lowest quality of goods requires the best setting, that the goods 
may be sold. 

It is said that the poorest brands of cigars have the handsomest labels 
on their boxes. If this be true, it is only good business judgment. 

A poor thing must be well set, but there is certainly no reason why a 
good thing should not be as well set, for setting costs comparatively little, 
and the extra profit from such setting pays its cost many times over. 

Furniture cannot be sold in bare warerooms. The commonest piece of 
furniture can be made to look well if properly surrounded. 

The majority of buyers are buyers of fancy. They know their desire 
— a chair or something else — but it is their fancy which decides them 
upon any particular chair. 

The aesthetic, the artistic, or any other unbusinesslike mood is that 
which controls ninety per cent, of the retail sales of today. 

The successful salesman is the one who understands his customer well 
enough to build around the article for sale that which will work upon the 
customer's present feeling. 

There is no dishonesty in telling all the good you can about a thing if 
the thing will substantiate it. It is just as dishonest, so far as business 
logic is concerned, to underestimate an article as it is to overestimate and 
over-represent it. 

Advertising simply suggests to folks that they buy a certain thing, or 
that they come to look at it. Beyond that, the advertising does nothing ; 
it does a vast deal in doing that. Then, everything depends upon the 
way the article is presented, and the ability of the salesman. 

There is nothing, from cork shoes to hay racks, which cannot be sur- 
rounded with something appropriate and pleasing to the eye, to throw 
into the strongest relief the quality of the article for sale. 

A well known literary man once said that he would rather have fifteen 



444 SELLING. 

cents' worth of napkin and five cents' worth of sandwich, than five cents' 
worth of napkin and fifteen cents' worth of sandwich ; that is, he would 
rather have common stuff well served than the best viands indifferently 
served. 

Many a man without an appetite has crossed the threshold of a well 
set dining-hall, and had his appetite come to him with a bound. Was it 
the viands ? No. It was the arrangement of the table, the little garnish- 
ing, or the sticks of celery, the disposal of the napkins, the color of 
the glasses, and other things to work upon his capacity for appetite, and 
regenerate it. 

The hard-souled business man may say that the laws of business are 
" Yea, yea, and nay, nay ; " that things are run in conventional ruts. He 
is mistaken. Outside of definite necessities, people buy by spontaneous 
inclination, and even necessities they purchase of the store which treats 
them better than the other store. 

The dealer is always under more obligations to the customer than the 
customer is to him, and he should appreciate his customer. 

There isn't a store in the land with a monopoly of anything, that is, 
which sells something which people are obliged to buy, because they can- 
not bay it, by itself, or by substitution, somewhere else. Competition 
makes monopoly impossible, and the world over, the man who treats his 
customers well, who appreciates their trade, who does everything within 
his power to please every customer, whether he be large or small, who 
especially caters to women, and arranges everything in his store after their 
idea of good taste, is the man who does business, and always will do 
business. 




Holiday Advertising 



Good will to all, to business too ; the old year wanes amid the rush of trad t " 

LL the world's on foot. 

Crowds surge in and out of the doors, and jostle each 
other on the street. 

A jingling stream of money is connecting buyer and 
seller. 

Good will towards men, good will towards business, good will towards 
everybody and everything. 

In every home in the land, everybody, from the eight to the eighty 
year old, is trying to solve the annual riddle, " What shall I buy for 
Christmas ? " 

Everybody is buying, everybody wants to buy, and everybody is 
encouraging everybody else to buy. 

St. Nicholas is the trade-mark of business ; he is stamped on every 
article of trade, in every column of the newspaper, and is reflected upon 
every face. 

At no other season of the year is there such opportunity for advertising, 
in all of its forms of quality, quantity, and originality. 

While the proportionate increase of trade is with the toy shops, the 
fancy goods stores, and those stores which particularly cater to the holi- 
days, there are very few lines of business unreached by the Christmas- 
tide. 

The unromantic coal, the non-poetic wash-tub, the unintellectual boot, 
the cooking stove, the umbrella, are not without the holiday glitter. The 
necessities of life, with the conveniences, are sought for, and the limited- 
pocket book, the most influenced by advertising, empties itself upon the 
counters of the stores which are assumed to be without the holiday fold. 

445 



446 HOLIDAY ADVERTISING 

Everything can be made to appear as holida}^ goods. 

Encourage the giving of gifts; it is right and proper; it is business. 

Announce presents suitable for the poor. 

The international heart and pocket-book are open to the unfortunate. 

Suggest a ton of coal, a barrel of flour, a bag of meal, a warm coat, a 
pair of shoes. 

Be philanthropic. Advertise philanthropy. 

Announce that necessities to be given to the poor are sold at a discount. 
Make the discount as big as the heart. It will pay to do it from business 
policy alone. Deception on the part of the buyer is improbable. Few, 
very few, when the ground is covered with Christmas snow, will claim 
the charity discount for gifts to the needy, unless the claim be genuine, 
and one can afford to lose once or twice for the benefit of the many, him- 
self included. 

The advertising columns of the newspaper are studied as is the dic- 
tionary. 

Fortunate is the advertiser who makes his advertisement a kinder- 
garten primer which answers the pertinent question of "what to buy ? " 

Head the advertisement, " Christmas Suggestion No. 1," and continue 
the enumeration. Under each place some specific article, which will aid 
the purchaser in his selection. 

Throw to the winds the conventional style of advertising. Give each 
announcement the characteristic glow of welcoming light. 

Have the windows and counters full of fresh and inviting goods. 

Illuminate the sidewalk. 

Make the store a blaze of light. 

Do not forget that printer's ink will carry the Christmas tidings into 
every nook and corner of the town, and the towns about. 

Remember the little folks, and in thinking of them, forget not that 
the father and mother are interested ; that the young man has a sweet- 
heart, or ought to have ; that the young woman has a lover, or wants one. 

Change the advertisement as often as the paper may be issued. 

Announce gifts for all ages, one age at a time. 

Begin the holiday advertising six weeks before Christmas. Appeal 
to every class of society, age, and size of pocket-book, several times before 
the close of the holidays. 



HOLIDAY ADVERTISING 447 

Give away Christmas cards. Present customers with other novelties* 

If the store sell toys, or other articles which delight the children, 
dust Santa Claus, or build a new one. Have him in the store or on the 
street ; have him in both places. He is as old as the hills, but his visits 
are perennial, and, except in looks, he has the freshness of youth. 

Trade slacks after the holidays, and the advertising should return to 
its normal size. Do not stop it. There are lots of goods sold after the 
holidays, and the progressive advertiser gets the bulk of it. 

There is no season in the year more profitable than after holidays for 
clearing out stock. 

Thousands of people wait until after Christmas for buying the 
luxuries and necessities which appeared to them to be too high priced 
during the holidays. 



Outdoor Advertising 




" That he who runs may read " 

DVERTISING may be classified into four distinct branches ; 
indoor advertising, pertaining to signs and cheap adver- 
tising novelties, hung up, or used, within doors ; periodical 
advertising, including all advertisements appearing in reg- 
ular publications ; printed matter, comprising circulars and 
the general product of the commercial printing-press ; outdoor advertising, 
including posters, signs, advertising on fences, sides of barns, and other 
buildings, painting upon rocks, and everything else, painted, pasted, 
tacked, or otherwise fastened or hung up, or leaned against anything, 
outdoors. 

Posters are included under two classifications, because they are used 
indoors as well as outdoors, but as the majority of posters are for outdoor 
use, they may be well considered here. 

It is suggested that the chapter on " Signs " be read in connection with 
this chapter, as the two are somewhat analogous. 

The poster idea comprises the foundation of outdoor advertising. 
Posters, or bill-boards, pasted upon fences, old buildings, or on 
•stands especially erected for them, present the universal method of out- 
door advertising. 

Posters can be of any size, generally the larger the better. 
Poster printers reckon the size of posters on the basis of sheets, that is, 
that a poster consists of one, two, three, or more sheets, the usual poster 
comprising three sheets. These sheets refer to pieces of paper, measuring 
36 inches in width, by 24 inches in depth. Paper larger than this is seldom 
used, the printer adding another sheet if it is desirable to increase the size 
of the poster. 

448 



OUTDOOR ADVERTISING. 449 

A good bill poster gauges these sheets so close together in pasting, that 
they have the appearance of being one sheet. 

The majority of theatrical posters are of three sheets, although many 
are as large as circus posters, but in that case they are made up of sheets 
pasted together side by side, as well as at top and bottom. 

Posters are used to announce specific attractions, like theatrical enter- 
tainments, fairs, operas, circuses, excursions, changes of time, railroad 
announcements, and anything else of definite character. They are also 
employed for local advertising purposes, containing, substantially, the same 
matter as a brief newspaper advertisement. 

The lettering upon any poster must be sufficiently large to be read at 
a distance of not less than six feet, and it is generally advisable to have it 
large enough to be seen twenty-five feet away. 

A poster should have at least one prominent heading. It should never 
have more than three strong headings. One is better than two, and two 
generally preferable to three. The balance of the poster should be in 
letters not much smaller than one sixth the size of the heading type, 
although it is allowable to use smaller type for lengthy descriptive mat- 
ter, when it cannot be avoided, the headings of the poster being sufficiently 
large to attract attention to the poster, and to suggest that the reader draw 
near, to read the whole of it. 

Posters may be of one color, or of any number of colors. 

The plain black and white poster, although not pretty, has business 
in it, if the type be large enough, and it is rightly written. No one can 
help seeing a poster if the poster is placed where it can be seen, or avoid 
reading it if it contain matter so brief that one must absorb it as he 
passes by. 

Poster advertising is used by the best advertisers. -Theatrical com- 
panies cannot get along without it. Patent medicine houses use it very 
largely, and soap manufacturers, and other large national advertisers, simply 
bill the entire United States, pasting their posters on everything available. 

Illustrations are frequently advisable in poster advertising, but the 
illustrations should be strong, and not contain too fine lines. A poster 
must be something like scenery upon the stage, although it may not con- 
tain color and realistic effects, but it must be of a character to be appre- 
ciated at a distance better than near to. 



450 OUTDOOR ADVERTISING. 

Lithography is used in poster printing, and although expensive, pro- 
duces a very effective poster, and it is always advisable to consider color 
work in connection with black and white, although black and white, for 
poster work, if the wording be strong, may be as effective. 

Sign-board advertising, that is, little signs reading " Five Miles to 
Brown's Clothing House," is an old and thoroughly conventional, yet by 
no means ineffective, method of outdoor advertising. These signs should 
not be nearer than half a mile from each other, and the distance specified 
upon them must be geographically correct. 

Little iron, or wooden, signs, nailed upon fences and other con- 
spicuous places, are liable to be worth a great deal more than they cost. 
Lettering upon such signs should be in the extreme of brevity, like 
"Brown's Stoves Bake," " Jones' Hats Wear," "Dunton's Pants Last," 
" Brown's Rubbers Cannot Leak," and other brief expressions. The lines 
must be strong, even at a sacrifice of extreme refinement, if they do not 
approach vulgarity. 

Advertising signs and posters along the railway are conspicuous, and if 
they be rightly located are of positive value. They must be large, and 
never placed nearer the track than fifty feet, unless they are put up in 
close proximity to the depot. The letters must be of immense size, and 
the designs, or illustrations, if any, should be sufficiently clear to be 
readily absorbed by the passenger on the train flying by. These signs may 
be painted upon the fences, if the fences are fifty feet from the track, or 
they may be painted upon barns, or sheds, or on large board frames 
erected in fields adjoining the track. 

Advertising along the railroad has the distinction of being permanent, 
and good position does not cost as much as the same size of space would 
cost, if the advertising were put up in a large city. 

On, or near, a bridge is a good place to nail advertising signs. If 
the bridge advertising sign be of local character, whenever possible, place 
it upon the right hand side of the road, going towards town, so that it 
may be easily seen by occupants of carriages as they move townward. 

Advertising signs can be made of pine boards, cut into desirable shapes, 
the advertising to be printed upon them with a printing-press, or with a 
stencil, but stencil printing is too cheap in appearance to be effective. 

If these wooden signs be ordered in quantities of one hundred or more, 



OUTDOOR ADVERTISING. 451 

at a time, it is cheaper to have them printed by some printer who is fitted 
with a strong printing-press for this purpose, and dares to risk upon it 
electrotypes heavy enough to do the work. If the local printer will not 
do it, send it to some large city printing-house. 

The general plan of indoor signs, where the extreme of art can be used, 
hardly applies to outdoor advertising, for the higher quality of signs will 
not stand the weather. Imitation gold tarnishes, and gold leaf costs too 
much. 

The copper tea-kettle, the stuffed bear, the tobacco Indian, the wheel, 
the trunk, the clock, and any staple article of trade, placed by the door, 
or over it, is unobjectionable, not undignified, and of positive value in 
locating the business. 

Stereopticon advertising was novel once, but is not novel today, for its 
frequent use has condemned it to conventional advertising. If the adver- 
tiser has confidence in the company running the stereopticon, and knows 
that his advertisement will be displayed as often as he contracted for, and 
during the time when the streets are full of people, and the price is not 
exorbitant, it is well for him to consider this method of local advertising, 
but the national advertiser has no business in it. 

Flyers, and small circulars, printed upon paper, and other matter of that 
class, are discussed in the chapter entitled " Desultory Advertising," and 
need not be considered here. 

The old fashioned sandwich method of advertising, that is, a man with 
big show-boards hanging from his shoulders, largely used by corn doctors 
and ticket scalpers, is not to be indiscriminately recommended. Cheap 
restaurants may find this method successful. Possibly it is. 

The alphabetical procession, consisting of as many men as there are 
letters in the article advertised, each man carrying a sign upon which is 
printed one of the letters, the men marching in single file, near enough 
together that the word may be easily spelled out, is a somewhat new and 
effective method of advertising. 

The sign-bearing men should not look like tramps ; they should dress 
neatly, or they should not be employed. The advertiser had better give 
them old pairs of trousers than to send them out in rags and tatters. 

Delivery wagons present a source of outdoor advertising. The words 
"Fine Teas and Coffees," are simply allowed to fill what would be a 



452 OUTDOOR ADVERTISING. 

vacant space upon the wagon, and if handsomely printed, do no harm, 
and are certainly unobjectionable, but this can hardly be considered profit- 
able advertising. 

It is better to have a fine painting upon the wagon, or something else 
than conventional words. The line " Brown Brothers. Dry Goods. 
Delivery Wagon No. 1, 2, 3, or 4," well painted upon a finely finished 
wagon, can do much to impress people with the extent of the business. 

Some lines of trade can, in good taste, drive the most elaborately dec- 
orated wagon, of special mechanical design, elegantly painted and fin- 
ished. The harness can be showy, and even the horse blankets can be 
used for advertising purposes. 

The mechanical construction of the body of the wagon can be made to 
represent the business, like a huge trunk, an immense shoe, an office 
desk, a large soap box — all on wheels. Any carriage manufacturer can 
build these forms of wagons, and a little ingenuity will allow room for 
carrying purposes. 

Large clocks upon posts, or hanging from brackets, aid in locating a store, 
and are a great convenience, generally appreciated by the public. 

A thermometer, or barometer, if it be a correct one, placed near the 
entrance, will attract public attention. 

The outdoor electric light is a mark of enterprise ; in fact, few retail 
concerns, nowadays, can get along without it. Better have too much 
light than not enough. 

Store signs, that is, signs bearing the firm name and business, placed 
above the door, on the windows, by the side of the store, or anywhere else 
in the building, may be considered outdoor advertising. 

The conventional plan of gold-leaf upon rough black, is by far the 
richest and most effective method of this class of sign painting, and is 
generally used by the old and largest houses. 

Bent signs, placed at entrance corners, can be made in the same way, or 
black or other colored lettering upon any color of metal, will look, per- 
haps, as richly. 

Gold, properly shaded, is preferable for signs on glass, and is generally 
used. 

If the concern is of strong character, and of a prominent business, it 
had better not cover its building with signs. The old idea of A. T. 



OUTDOOR ADVERTISING. 453 

Stewart, of never putting a sign on his building, claiming that the people 
will find a good thing, had all the advantage of being unique, and 
although it is not to be recommended, has in it a principle of sign adver- 
tising not to be forgotten. The business house should have a sign, but that 
sign should be modest, large enough to be seen, so that the store may be lo- 
cated, and generally the business should accompany the firm name. Cer- 
tain concerns like tea houses, retail furnishing establishments, and other- 
lines of business, pursue flashy methods of advertising, and find it bene- 
ficial to cover the building with red, white, and blue, and other colored 
signs, using every available space for advertising purposes. This is bene- 
ficial in certain lines, and in those is to be recommended, but the location of 
the business, as a general thing, is not the place for heavy sign advertis- 
ing, the business sign being simply a guide post, like the card hung on a 
railroad car, strong advertising being used outside, to gather in the people. 

The making of signs, posters, and everything else pertaining to outdoor 
advertising, should be placed in the hands of some one who understands 
the business. The average printer cannot print a poster, and even if he 
can, he must charge a great deal more for it than will the regular poster 
printer. 

In nearly every large city there are professional poster printers. The 
majority of country printers can get out small editions of posters. 

In most towns there are regular bill posters, and these men should 
always be employed for the pasting. 

National advertisers should place all of their outdoor advertising in the 
hands of professionals who cover the country. There are comparatively 
few concerns like this, but it enables the advertiser to safely place his 
poster work, and other outdoor signs, entirely in the hands of trusted men, 
who can produce them at a very large discount from the price the adver- 
tiser himself would be obliged to pay, together with the cost of sending 
special representatives, from town to town, all over the country. 




44 



HOTE 



'S" 



B 



Advertising 



wsh 



OF A NATIONAL REPUTATION. 



paints more Bulletin, Wall, Barn, and Fence 
44 HOTP " Advertising Signs than any concern in the 
world. 

annual business exceeds half a million 

44 HOTP'Q" dollars. 

1 1 V/ 1 E ^ advertising service comprises upwards of 
200 expert sign artists and route couriers. 



SIGNS UP ALL CREATION along with all 
Sections, Districts, Cities, and Towns of the 
UNITED STATES and CANADA. 

When you want to paint your NAME UP, 

When you want HONEST SERVICE, 

When you want to get there QUICK, send for 



llU 1 L VETERAN 

CONTRACTOR to the ADVERTISING KINGS of AflERICA. 



HOTE" 




HoteV N*tioD*l Advertising Service, 

74 & 76 Madison St., 

CHICAGO, ILL. 



3 Park Place, 

NEW YORK CITY. 



454 



Signs 



They point the way to business " 




HE catalogue of signs is as massive as the directory of trade. 
Signs, in variety, size, and character are numberless. 

Samples of sign making are not shown here, because the 
entire book, and even were it one hundred times its present 
size, with pages as large as a floor, could not cover this 
department of successful advertising. 

The chapter of u Outdoors," treats of outdoor signs and poster print- 
ing, and the chapters on " Advertising Novelties " and " Street Car Ad- 
vertising,'' should be read in connection with this chapter. 

The two principal criticisms justifiable in the majority of indoor sign 
making, apply to the custom of overcrowding signs with lettering, and 
of making signs too elaborate in artistic design to be appreciated. 

With the exception of the little signs which occupy positions upon the 
drug store counter, the majority of indoor signs are to be hung up at a 
distance of from three to one hundred feet from the customer. They are 
frequently suspended behind the counter, at a height too far removed from 
the gaze for one to follow the aesthetic arrangement, and the fine lines oi 
artistic design. 

It is evident that an indoor sign is placed where it is, in order to call 
attention to some particular article — generally, an article for sale not far 
from where the sign appears, therefore, it is vital that the wording, and 
everything else about the sign, be of the plainest simplicity, as artistic as 
can be without crossing the lines of distinctness. 

Generally, more than a few advertising words upon a sign allow each 
word to handicap all others. 

The reading matter in Plate No. 1, 

455 



456 signs. 



ANTNNERVOUS 

COFFEE 

50 CENTS A POUND 



Plate No. 1. 



may be conventional, but it is striking, and no one can avoid seeing it. It 
tells its whole story, and stops. Every one is interested in coffee, and 
some people want anti-nervous coffee. The word "coffee " attracts atten- 
tion anywhere. The word " anti-nervous " appeals to people who are 
nervous. 

The matter in Plate No. 2, without heading, when set in the largest size 
of Roman type, may be read on account of its brevity : — 



It bakes bread, and cake, 
and fries doughnuts, better 
than any other stove on earth. 
The Star Stove. 



Plate No. 2. 



The sign shown in Plate No. 2 is complete in itself. One cannot look 
at it without reading it. 

Novelty sign makers are now producing every grade of signs, using 
heavy beveled cardboard, papier-mache, and other compositions — tin, 



signs. 457 

brass, iron, wood, and almost everything else, in the production of effec- 
tive indoor signs. 

Upon general principles, the more expensive a sign is, the more effec- 
tive it is, provided it is not extreme in the elaborateness of its design. 

Embossed work is particularly effective in this direction, provided the 
article embossed is not an elaborate one — something which will stand out 
by itself, having more identity in its outlines than in the designs of its 
interior. A water pitcher can be embossed, or a comb, but a picture of a 
furnace looks very little better embossed than plain, and a furnace picture 
has no right upon a sign, unless that sign be a large poster, or a lithograph, 
for it can not show to advantage in the space allotted to an ordinary indoor 
sign. 

Various compositions can be pressed into almost any shape to repre- 
sent buildings, cars, horses and carriages, and other things, and although 
very expensive, will produce signs of the strongest character. 

Lithography is much utilized in sign making, and when used, it should 
be made up upon one, or both^ of two distinct plans, the first being a design 
of striking character, the second, lettering of equally striking design. It 
is possible to combine the two, but it is not generally easy to do so. Too 
bold lettering will frequently spoil a design, the design itself should lead 
the eye to the lettering, yet too faint lettering frequently defeats the 
object of the sign itself. 

An exquisite design in water colors, beautiful as it may be when seen 
closely, is not appropriate for a sign hung at a distance. The sign maker 
must find out where the sign is to be used, and then adapt the sign to its 
use. 

The plan adopted by many advertisers of furnishing their agents, or 
retailers, with signs, illustrating some particular line of their manufacture, 
is a compliment to the retailer, and materially assists in selling. 

The idea of presenting an agent with a sign, stating that he is agent for 
a certain line of goods, is nothing more than is due the agent, and will 
prevent the agent from putting up a disreputable sign, or no sign at all. 

Porcelain letters, and letters with a black background, or mounted upon 
glass, are some of the effective methods of indoor sign production. These 
letters can be sent mounted, or they can be delivered loose, for the agent, 
or retailer, to put up himself. 



458 signs. 

It is questionable whether a sign reading " Drink Jones' Root Beer," or 
" Use John Smith's Needles," is as effective as it would be if the word 
" drink " in the one case, and " use " in the other, were omitted. It is 
fair to presume that the sign is intended to assist people in drinking this 
root beer, or using these needles, and there is no advantage in taking 
space for useless words. 

A sign reading simply, " Jones' Appetizing Root Beer," has an argu- 
ment in it, and if the sign be embellished with embossed work, or with a 
lithographic design, showing the foam on the beer, or something else of 
appropriate identity, it will attract immediate attention, and not offend the 
aesthetic taste. 

There is no use issuing a picture of a needle, for an appropriate size 
needle is too small to be seen hardly a foot away. 

Do not attempt to show a picture of anything, unless the picture will 
do it justice, and even though it may do it justice, do not show it if it 
cannot be large enough to be seen. 

The majority of skates look alike. There is no particular advantage 
of putting a cut of a skate on a sign. Better use the space for some 
argument in favor of the skate, and if the sign be large enough, have 
somebody skating, with proper scenery, and as little lettering as pos- 
sible. 

A sign should not only contain an announcement, but it should present 
argument, and as much explanation as possible, but the argument anyway. 
By argument is intended to convey some direct statement favoring the 
article. 

The conventional sign, reading " Jones' Ink Is Best," has advertising 
argument in it, because the word " best " is this sort of argument in 
itself, but it is generally inadvisable to use the word " best." It means a 
great deal in theory, but very little in practice, for every one has used 
that word until it is an over-roasted chestnut on the grate of adver- 
tising. 

The picture of an umbrella, with the rain pouring upon it, held by a 
little child, because a little child does not take up much room, and is much 
more pleasing than a picture of a grown person, with a few words, reading 
" Harmless Rain," " How Dry I Am," or any other terse expression, will 
make an effective sign. 



signs. 459 

The old idea of two dogs, each with a sleeve of a shirt in his mouth, 
pulling with might and main, is a good one, for it shows the strength of 
the shirt, and the expressions upon the faces of the dogs can be made 
realistic. 

Do not attempt over originality in signs. The majority of people are 
not familiar with signs. They have seen only a few designs. That which 
may be conventional to you, because you study signs, may be original to 
the majority of people, and the majority of people are the ones you are 
after. Better take an old idea from a good thing, than a poor idea from a 
new thing. 

It is certainly advisable to make the sign proper in the form of some 
article of trade. For instance, a sign can represent a handkerchief, or a 
towel, or a shirt, or any other article which can be easily reproduced flat, 
and upon the article place appropriate lettering. If it be hung in the 
window, people will look at it, when the same lettering on a large piece of 
cardboard may not be studied. 

Upon general principles, use color in sign making. Ked should predomi- 
nate. If you have fire in the sign, have plenty of fire, and just as red 
fire as you can get. If you have a sky, paint it in strong blue. Remem- 
ber a sign is something like scenery upon a stage. It must look fairly 
well closely, and very well at a distance. 

Place the sign in a favorable light. Many a sign looks well in one 
light, and can hardly be read in another. 

Indoor signs are important factors in advertising. They must be appre- 
ciated for their real worth, and there are few wholesale houses which do 
not need some kind of sign. 

One of the principal inducements offered by progressive manufacturers in 
the introduction of goods is the announcement that they will send a 
certain number of signs and other printed matter with every order. 

While signs are to be used by the majority of advertisers, they do not 
take the place of periodical advertising. When used in conjunction with 
such advertising, they have a value impossible for them to have alone. 

The connection between the advertisement in the national paper, or the 
local newspaper, and the sign in the store, locating the goods advertised, 
is the connection of positive business bringing. 



Technics 



" They speak a various language" 




SCENDINGr LETTERS.— 
Letters which reach up- 
wards, as b, h, 1, k, etc. 
Author's Corrections. — 
The corrections or 
changes made in proof 
by the author. If of considerable num- 
ber they will be charged for by the time 
occupied in making them, generally at 
the rate of fifty cents an hour. 

Author's Proof. — Proof sent to the 
writer. 

Bad Copy. — Manuscript difficult to read. 
Write proper names with great care. 

Bastard Title. — A short, secondary title, 
preceding the general title of a work. 

Bastard Type. — Type which has a face 
larger or smaller than its regular body; 
as 7 point (Minion) size face on 8 point 
(Brevier) body, or 8 point size face on 7 
point body. 

Blank Line. — Space between two para- 
graphs, the depth of a line of the type 
in which the page is set. 

Body. — The metal which supports the face 
of a type. 

Body-Type. — That class of type generally 
used for the reading matter in news- 
papers and books. 

Book Paper. — One of the general terms 
given to paper of various size, quality, 
and finish, to distinguish it from com- 



mon grades called newspaper. The 
standard size, and the one mostly used 
for books, is 25x38 inches. A half sheet 
is 19x25 inches. 

Brass Rule. — Strips of brass, type high, 
the face printing a straight line, or a 
double line, or various ornamental lines. 

Break Line. — A short line; the end of a 
paragraph. 

Caps. — Capital letters. 

Chase. - The iron frame which holds the 
type while being printed. 

Clean Proof. — Proof requiring few cor- 
rections. 

Close Matter. — Matter containing but 
few break lines or blank lines, and hav- 
ing no leads between the lines. 

Composing Stick. — That in which type 
is set. 

Composition. — The setting of type into 
words, and arranging them into lines, 
etc. Also a term applied to the material 
of which the inking rollers are made. 

Copy. — A term applied to the manuscript, 
print, or design handed the printer. 

Cut-in Letter. — A large letter set into 
body of page of type as an initial letter 
at beginning of first paragraph on a 
page. 

Cuts. — The printer's term for all engrav- 
ings used for illustrations. 



4G0 



TECHNICS 



461 



Display. — The prominence given to cer- 
tain words, in the body of a work by using 
heavier faced type. The arrangement of 
lines in various shapes and lengths, with 
different sizes and faces of type, as is 
customary in job work or advertisements. 

Descending Letters. — Letters which 
run downwards, as g, p, q, y. 

Distributing. — Keturning each letter to 
its place in the case. 

Duodecimo. — Half a sheet of book paper 
(19x25 inches), folded into twelve leaves 
(twenty-four pages), makes a book called 
Duodecimo. 18mo., 18 leaves, 36 pages. 
24mo., 24 leaves, 48 pages. 

Electrotype. — A duplicate of type mat- 
ter or engraving, made into a solid body. 
The surface of an electrotype is copper, 
under-tilled with type metal. 

Em. — The square of a type body. The 
cost of reading matter composition is 
reckoned on the basis of ems. 

En. — Half an em. 

Even Page. — The even-numbered pages 
of a book, as pages 2, 4, 6, 8, 10, etc. 

Fat. — Applies to leaded or other matter 
which is open and easy to set. 

Folio. — Half sheet of book paper (19x25 
inches), folded into two leaves (four 
pages), makes a book called Folio. Also 
applied to running number of pages in a 
book. 

Foot-ISote. — Printed matter at the bot- 
tom of the page, usually set in small 
type, preceded by a reference mark, cor- 
responding with a similar mark in the 
text. 

Fobm. — A page of type, or a series of 
pages, securely tightened in a chase, 
ready for the press or the electrotyper. 

Foul Pboof. — Proof full of very bad 
mistakes. 



Galley. — An oblong movable tray, on 
which the type is deposited after it is 
set. 

Galley Pboofs are generally the first 
proofs furnished in book or catalogue 
work. 

Get in. — Set words very close together. 

Guards. — Slugs made the same height as 
type, used to place around forms of type, 
to form a flange, to protect the edges of 
the type, for stereotyping and electro- 
typing. 

Half Sheet. — Referring to book paper 
signifies a sheet 19x25 inches. 

Half-title. — The title of a book or 
pamphlet, placed at upper portion of first 
page. 

Imposing. — Arranging type matter for the 
press. 

Imprint. — The publisher's or printer's 
name appended to the book, or other 
printing matter. 

Indentation. — The space at the com- 
mencement of a paragraph. 

Job Printing. — Generally applied to 
small commercial work, as distinct from 
book or large catalogue printing. 

Justifying. — Making all lines measure 
the same length, and with both ends 
even. 

Leaded Matter. — Type set with leads 
between the lines. 

Leaders. — Dots or hyphens placed at in- 
tervals, to guide the eye between two 
points. 

Leads. — Thin strips of metal cast to vari- 
ous thicknesses, for spacing between 
lines. The leads in common use are 
called Sia>£o-Pica; that is, six leads oc- 
cupy the space of the depth of one Pica 
line, or thirty-six to the inch. 

Lean. — Type set close and solid. 

Lean Type. — Thin type. 



462 



TECHNICS 



Letter Press. — Printing from movable 
types. 

Live Copy. — Manuscript waiting to be 

set in type. 
Lower Case. — Type case containing small 

letters, figures, etc. Also applied to 

small letters in general. 
Matrix. — The mould of a type. 
Matter. — Live matter, type set to be 

printed. Standing matter, type held to 

be used again. Dead matter, type to be 

distributed. 

Modern Roman. — Reading matter type, 
generally of slightly heavier face than 
Old Style Roman. 

Ms. — Manuscript. 

Octavo. — Half sheet of book paper (19x 
25 inches), folded in eight leaves (sixteen 
pages), makes a book called Octavo. 

Old Style Roman. — Reading matter type, 
generally of light or open face. 

Open Matter. — Matter with many para- 
graphs and wide spaces between the lines. 

Patent Insides, or Outsides. — Applied 
to that portion of some country news- 
papers which is printed at a central office. 

Pi. — Mixed up type. 

Plates. — Electrotypes, or stereotypes. 

Press Work. — Printing. 

Quad [Quadrat]. — An en space or longer, 
used to fill out lines, and sometimes 
placed between words. ■ 

Quarto. — Half sheet of book paper (19x 
25 inches), folded into four leaves (eight 
pages), makes a book called Quarto. 

Reprint Copy. — Copy made up of printed 
matter. 

Revise. — Proof, after corrections have 
been made. 

Roman Type. — Type used for reading 
matter. 



Running Head. — The title of the book, 
or chapter name, placed at the top of 
pages. 

Side Heads. — Words in small caps or full- 
face at the beginning of a paragraph. 

Slug. — A thick lead. 

Small Caps. — Small capital letters. 

Solid. — Type set without leads. 

Spaces. — Blanks used between words. 

Stereotypes. — Duplicates of type matter, 
cast in a solid body. Stereotypes are 
cast from inferior type metal, and are 
not nearly as durable as electrotypes. 

Stet. — When written opposite an erro- 
neous correction in proof signifies that 
no attention is to be paid to that marked 
correction. 

Stick. — Composing stick. Also applies to 
about two inches depth of set-up type. 

Table Work. — Matter made up mostly 
of figures and rules. 

Token. — Five hundred sheets printed 
on one side, or two hundred and fifty 
on both sides. Presswork is usually 
charged by the token. 

Tr. — Transpose. 

Upper Case. — Type case containing cap- 
ital and small capital letters, etc. Also 
applied to capital letters in general. 

Wrong Font. — The wrong size or style 
of letter for the size or style used in the 
matter. 



One line drawn beneath words in copy sig- 
nifies to be set in Italics; two lines, small 
capitals; three lines, CAPITALS. 

A circle drawn around numerals in news- 
paper copy signifies to be spelled out in 
letters. 



Keeping Accounts 




Whafs writ is writ " 



HE object of this chapter is not to furnish advice and sugges- 
tion to experienced advertising book-keepers, who have 
either adopted some standard system, or have invented a 
thoroughly satisfactory system of their own. 

The suggestions are presented for what they may be 
worth to the average business man, and non-professional advertising 
book-keeper, who have not, for the best of reason, given time to any definite 
system of advertising checking and book-keeping. 

It has been said that it is more complicated work to keep an account of 
advertising than to handle any other branch of business book-keeping. 
The reason for this is that the majority of business men and book-keepers 
are not familiar with advertising, and with periodicals, and consequently 
are liable to make difficult work out of that which is quite simple if 
understood. 

The book-keeper must consider advertising merchandise, and handle it 
the same as he handles pig-iron, entering the word advertising upon his 
ledger, and entering every payment which he makes, specifying for what 
payment is made, by giving the name of the publication, or the firm, the 
same as he would if he paid John Smith for office furniture, or for any- 
thing else. 

It is generally advisable to make out checks, and to enter all periodical 
advertising, in the name of the publication, in preference to the name of 
the publisher. If a bill is received reading, " To John Smith & Co., Dr.," 
for advertising in the " Smithville Times" let the book-keeper make out his 
check to the Smithville Times, in preference to John Smith & Co. 

Frequently it is necessary to refer to the advertising done in the Smith- 



464 



KEEPING ACCOUNTS. 
Plate No. 1. 



Where Published. 


Name of Publication. 


How often 
Published. 


Size of 
Advertisement. 


Position. 


How often 
to appear. 


First adv. 
appeared. 


Smithville, 0. 


Herald. 


Daily. 


4 i?iches. 


ist. 


e.d. 


Jan. 2. 



Advertisement appeared in following issues. 



January. 



2, 3, 4, 5> 

6, y, p, io, 

II, 12, IJ, 

14, 16, 17, 
18, 10, 20, 
21,23,24., 

25, 26, 2J, 
28,30,31. 



February. 



March. 



April. 



May. 



June. 



When advertisement does not appear according to contract, make a circle around the date. 



mile Times, and the chances are the book-keeper will not recall that the 
jSmithville Times is owned by John Smith & Co. 

It is always advisable to index under the name of the town, in prefer- 
ence to the name of the publication, for if the advertiser be a considerable 
advertiser, he is liable to have on his books a number of Heralds and 
Journals, and other papers of similar names, when he would not be likely 
to have more than one Smithville Herald or Johnstown Times. 

Every advertiser is entitled to a copy of the publication he advertises 
in, free of charge, unless his advertisement be of the smallest space. 
These publications should be received in the regular office mail, and 
looked over on the day of their receipt, and the publication immediately 
notified if the contract is not carried out to the letter. 

It is advisable to immediately cut from the publication the advertise- 
ment, and paste it in some large scrap book, kept for the purpose, with the 



KEEPING ACCOUNTS. 

Plate No. 1. {Continued.) 



465 



Whole No. of inser- 
tions contracted for. 


Price per 
Insertion. 


Total Amt. 
of Contract. 


How Payable. 


When Payable. 


Last Paym't in- 
cluded Issue of 


Last Payment 
was made. 


26o 


$2.00 


$520.00 


Cash. 


m. 


Jan. 31; 92 


Feb. 2, '93 



Advertisement appeared in following issues. 



July. 



August. 



September. 



October. 



November. 



December. 



When advertisement does not appear according to contract, make ring around date. 



name of the publication, and the date of appearance of the advertisement, 
written therein. 

The scrap book is of the utmost value if properly kept, because it can 
be used for constant reference, and always presents to the advertiser, the 
exact condition, and the quality of his advertising, and the articles he is 
advertising. 

The entry of the advertising account, on the book-keeper's ledger, is 
the same as any other entry, and need not be discussed in this chapter. 

Some stationers carry in regular stock, advertising checking books, 
which are more or less complicated, yet generally worth having. 

In this chapter is presented an arrangement of an advertising checking 
book, in which the utmost simplicity is preserved, that there may be no 
misunderstanding in advance of, or after, the entry. 

The book-keeper can easily take any ordinary blank book of large size, 



46G KEEPING ACCOUNTS. 

and make up a checking book, or he can have it ruled and printed to 
order. 

The simplest method of an advertising checking book is that presented 
by Plate No. 2. It represents, in a much reduced size, the page of a large 
manilla scrap book. The pages should be numbered, and the publications 
indexed. 

The name of the publication, where it is published, how often pub- 
lished, the amount of space the advertiser uses, the position of the adver- 
tisement, how often it should appear, the number of times in all to 
complete the contract, the price per insertion, the terms of payment of the 
contract, and other information, should be written at the top of the page. 

As each advertisement appears it should be pasted in, and the date upon 
which it appears written beneath. 

When the bill is approved a line should be drawn a little beneath all of 
the approved dates, and when payment is made, the date of the payment 
and the amount should be written between the checking dates and the 
line. 

If the advertisement be too large for an ordinary scrap book, then a 
larger scrap book must be made, or the advertisements can be separately 
numbered and filed, the checking scrap book giving the numbers, instead 
of showing the advertisements. The majority of advertisements can be 
easily placed in an ordinary scrap book. 

If there be frequent changes, the publication should be entitled to a few 
pages, so that all the advertisements may appear near each other. 

If this scrap book be properly kept, there is no necessity, unless the ad- 
vertising business be very voluminous, of any other method of checking, 
and special advertising book-keeping, except, of course, the regular double 
entry ledger account, which the regular book-keeper of the business will 
attend to. 

The following abbreviations may be found of use in attending to the 
checking and entry of advertising : — 

d Daily. 

w Weekly. 

s Sunday. 

s. m . . . Semi-Monthly. 



KEEPING ACCOUNTS. 467 

m. . Monthly. 

q Quarterly. 

e. i Every issue. 

e. d Every day. 

e. w o . Every week. 

e. m Every month. 

e. o. i Every other issue. 

e. o. d Every other day. 

e. o. w Every other week. 

e. o. m Every other month. 

1 t. a. w One time a week. 

2 t. a. w Two times a week. 

3 t. a. w Three times a week. 

4 t. a. w Four times a week. 

5 t. a. w. . . Five times a week. 

t. f. . Till forbidden, that is, the adver- 
tisement is to run under the con- 
ditions of the contract, until 
ordered discontinued. 

n. r Next reading matter. 

t. c Top of column. 

1 First page. 

2 Second page. 

3 Third page. 

4, 5, 6, etc., Fourth page, etc. 

adv Advertisement. 

The advertising checker and book-keeper should always have a 
yearly calendar beside them, the full year appearing on one side of the 
card, so arranged that the days of at least six months in the year run down 
in a continuous line ; that is, all the Wednesday dates for six months 
should appear under each other. 



468 



KEEPING ACCOUNTS. 



SWTHTOWN HERA.UD. 



OH»0 



(o Tr^., @H.SJ2» Payable irrxovv-tK\of. 












¥L 



FOB 11 
FOB HEALTH 

FOB 1)11111 



Hasbrouck Heights offers every- 
thing to the suburbanhome-seeker. 
11 milesfrom New York ; pipe water 
in streets ; modern improvements. 
Full information in our beautiful 
art book, free for a postal. . . . 
John Smith, Smithville. 



m 

m 

m 






» 



II— t3- [<o- 14*- lo 

a. o - x r«- x7 - 3 o 



¥ 



* 



MONEY 

GROWING 

HOMES. 



Buy land now; it's cheaper than 
in the spring; by spring it will be 
worth much more, then you can 
build; you can build now. We 
have information worth many 
dollars to any home-seeker, free 
for a postal. . . . John Smith, 
Smithville. 



m 



4*1 






Ffeb. I- 3-U- 
8-- 



Tne New Metal u 



not Aluminum; it is 



Metal, 



New Weekly, published by 



Kittredge Company 

NEW YORK and CHICAGO 

/YVETAL is devoted to Hardware, Stoves, Steam, Gas and Water Heating, 
Tin and Sheet Metal Working, Plumbing, Roofing and kindred Trades. 

AVETAU is edited b y A - °- Kittredge, long identified with the trades ad- 
dressed, assisted by some of the best writers on these subjects in America. 

/VvETAi, contains the best price list published for these trades, giving New 
York and Chicago prices up to date. 
$2 a year. Send for sample copy to 

78 Ne e w d Yo S rk eet Kittredge Company ,524Mo c n h a ^ c kB!ock 

WH AT1S Jg US j neSS????? 

RllSineSS is a Business Monthly for Business Men. 

RuSineSS makes a Business of helping every Business Man in his Business, 
by telling him how to get Business, how to improve Business, how to 
systematize Business, manage Business, and advertise Business, with 
words on Business Law, Business Routine, and Business Management. 

RUSineSS would be appreciated by every reader of " Building Business." 

RUSineSS is Business from Cover to Cover. 

RUSineSS is published monthly at $1 a year. Sample copy on request. 

78 Reade. Street Kittfedge Company .524 Mojjadnock Block 



New York 

469 



Proof = Reading 



Printer's Marks used in the Correction of Proof, 
Illustrated and Described 



*^F Jhe London Electrician calls attention to some curious J&»£. 

coincidences between the names of inventors and me- 
>4fi\ chanical appliances which tfave given rise to absurd 

mistakes. It *was Commonly Supposed years^go^that the c^.^rr 
'^-^ Brush machine was so called on account of some special 
i^ kind of brushes, andfthe |thatj Lever arc Iamp|derived its sj. 



^, ^fame from two peculiar levers in its mechanism. 4 ^The 
Ball dynamo has no spherical armature, as might be 
The Short electric railway system is not 



f 



a 



<^V/'supposecL 

x4Vspecially ada^ed for lines of limited length. Bright 
shackles are never polished, and the Siemens >;alvanom- 
d eter has notjhrog txrdo witrf-the mariner's- compas^witb 
,-£=• which beginneraometimes confound it. The Parsons 
w-^ engine is^ g clerica lj(nqt)device, and the Upward battery 
has nothing in common with Excelsior carbons. ^Such 
popular errors may be excused^however-fixplaining the 
Daniells cell as being so called becausepnts constaricy I \ \^ 
fa/f Cln this^country a large number jo^people have always 
jC thought that the Bell telephopewas so called because^ 
^he bell which is attachecjxto it, and so widespre^ was 
foW ^his belief that the LprfgJHstance Telephone ^ompany Q 
^nade it serve a commercial purpose by adopting the bell 
'O astiieir trademark /^ 



_s£Lfc<1<l« 



The London Electrician calls attention to some curious 
coincidences between the names of inventors and me- 
chanical appliances which have given rise to absurd 
mistakes. It was commonly supposed years ago that the 
Brush machine was so called on account of some special 
kind of brushes, and that the Lever arc lamp derived its 
name from two peculiar levers in its mechanism. " The 
Ball dynamo has no spherical armature, as might be 
supposed. The Short electric railway system is not 
specially adapted for lines of limited length. Bright 
shackles are never polished, and the Siemen's galvanom- 
eter has nothing to do with the mariner's compass, with 
which beginners sometimes confound it. The Parsons 
engine is not a clerical device, and the Upward battery 
has nothing in common with Excelsior carbons. Such 
popular errors may be excused, however, when we find 
a recognized text book explaining the Daniells cell as 
being so called because of its constancy!" In this 
country a large number of people have always thought 
that the Bell telephone was so called because of the 
bell which is attached to it, and so widespread was this 
belief that the Long Distance Telephone Company 
made it serve a commercial purpose by adopting the 
bell as their trade mark.— Sun. 



* 



+ Change bad letter. 
J. Push down. 
f) Turn round. 
3 Take out (dele). 
A Left out. Insert. 
-t^t Insert space. 
V Reduce space. 
^y Close up entirely. 
^f Paragraph. 
(Z New Paragraph. 
No ^f No paragraph. 
wf. Wrong font. 



.... Let it stand. 
Stet Let it stand. 
tr. Transpose. 
© Period. 
A Comma. 
V Apostrophe, 
\y Inverted commas. 
[Quotation. 
I- 1 Hyphen. 
I J_ I One em dash. 

_JL_ Two em dash. 



Caps. Capital letters. 
S. Caps. Small Capitals. 
Ital. Italics. 
Rom. Roman. 

Italics. 

== Small capitals. 
EEE=z Capitals. 
((( Straighten ends of 
[lines. 
B®* Special attention. 
Zl Indent. 
□ Em quad. 



470 



Samples 



" They tell the story of the real " 




HE contents of the following pages are presented for what 
they may be worth to the advertiser, in the making up of 
advertisements. 

The subject is as inexhaustible as the combinations of the 
alphabet, and to attempt to cover even a small portion of its 
entirety is impossible, particularly so within the pages of a book which 
aims at brevity. 

While the presented advertisement samples are given without genuine 
name and address, a fair proportion of them are taken bodily from 
advertisements prepared by the author of this book for his several clients, 
fictitious names and addresses being substituted for the real. It is consid- 
ered advisable to present as samples, advertisements which had passed the 
muster of practical business criticism, written for use, and approved by 
different and experienced advertisers. 

These sample advertisements are for suggestion, to be studied by the 
advertiser. 

The idea conveyed in one advertisement may be advantageously used in 
another, written on something entirely foreign to the first. 

Originality is intended, and typographical appearance considered of 
importance. 

The reader may find in each idea opportunity for improvement, enlarge- 
ment, and increased business bringing value. 

The advertisements are nearly all set in type to be found in almost all 
first-class newspaper offices, and very few are too elaborately gotten up 
typographically to render them difficult of near reproduction with the 
material at the disposal of any fairly equipped office. 



471 



472 SAMPLES. 

It is obvious that with the freer use of ornamental job type many of 
the samples could be much more artistically set up ; but it would be use- 
less to present arrangements impossible of fair reproduction in the average 
job office. 

Consideration must be given to the limited space of the pages of the 
book. Many of the advertisements would appear to much greater advan- 
tage if set in space two or more times as large as is possible in convenient 
book form. 

Once more, remember that the advertisement is for the reader's eye, not 
for the writer's, and that the firm name is not to be a conspicuous part of 
the advertisement, except where the house has marked identity, unusual 
importance, and a pronounced distinctive character, which do not exist in 
probably over fifty retail stores in the country. 

It is well to select a plain, small, and particular style of type for the 
name and address, to be used in the majority of the advertisements. 

At light expense the name and address can be engraved on wood or 
done by the photographic process, and electrotypes made therefrom which 
will be almost equivalent to an effective trade-mark. 

The engraved lines, if small, can properly and occasionally be used at 
the head of the advertisement, providing the advertisement occupies con- 
siderable space, and is composed of large type, with much open space 
between the lines. 

Whenever convenient, and a little promptness will easily make it so, 
see a proof of the advertisement. Any publication is ready to furnish 
proofs, and generally glad to do so, for it relieves it of some of the respon- 
sibility. 

Unless one is familiar with writing for the press, printed words look 
amazingly different from those of the written copy, and by the proof 
necessary changes, and valuable improvements, may be suggested. 

The type measure of the pages is but slightly wider than the ordinary 
double newspaper column. 



FURNITURE 
ECONOMY 

The reason we have too much furniture is 
because last spring we made too much furni- 
ture. Our workshops have completed autum- 
nal patterns. We haven't room for both. 
The multiplicity of furniture design is dis- 
couraging; there is too much of it. Designers 
are over original in producing newness. 
Latest patterns often have less sensible at- 
tractiveness than those before them. We 
continuously produce the new, because trade 
demands it. The slightly old is often the 
handsomer. We must store half the furni- 
ture we have, or sell it NOW. We prefer to 
sell it— to our benefit, naturally— to yours 
even more so. Everything, from a wicker 
rocker to a mahogany parlor set, is yours, at 
from 10 to 20 per cent, from sub-bottom prices. 

SMITH, JONES & CO., Makers.and Sellers 
of Guaranteed Furniture, 1 to 9 Smith St., Smith ville. 



First of a series of furniture advertisements. Can occupy space of any size not much smaller than the above. 

473 




J WOMEN 



i 

i 



I! 



Of Taste 

Every piece of our furniture 
is yours for 10 to 20 per cent. be= 
low lowest cash furniture prices. 
We have more furniture than 
we want. The furniture of Au= 
tumn is waiting for wareroom. 
We must have room. Business 
sense says, sell what we have 
at heavy discount ; it's cheaper 
than storage. You know the 
character of our furniture. It 
is of warranted excellence. 

SHITH, JONES & CO., 

HIGH GRADE FURNITURE, 

1-3-5-7-9 SMITH STREET, SM1THVILLE. 



i 






Second of a series of furniture advertisements. The border need not be used. 
474 



Red Flag Prices 
High Grade Furniture 

One thing is certain — better furni- 
ture of serviceable quality has never 
been presented. It is all first class; 
nothing shopworn; all fresh, beautiful, 
built to wear; everything in the cata- 
logue of furniture design. Yours at 
heavy discount. We made too much 
furniture last spring. More room is 
wanted. Oh, no, we will not sell all 
of it at discount — about half of it. 
That will give us room enough for fall 
and winter goods. "A word to you is 
sufficient." 

SMITH, JONES & CO. 

Makers and Sellers of the Best of Furniture 

N os. i to 9 Smith St., Smith ville 



Third of a series of furniture advertisements. Any good border adds much to the general effect. 

475 



Wheat Star 

Delicious, Appetizing, Nutritious. 

Wheat Star 



As Nature Presents it. 



Wheat Star 



Neither Steamed Nor Parched. 



The Breakfast Mush of New England. 
For Puddings, Gems, and Meal Cakes. 
SOLD BY GROCERS EVERYWHERE. 



This advertisement illustrates repetition of the 
article advertised, separated with light-faced 
type, in order that the strong words may show 
in hold relief. The rules hetween the lines mate- 
rially assist in the general appearance. 




^BREAKFAST 
NECESSITY 




m it is star coffee. = 




This advertisement well illustrates the use of 
common advertising rules. 




%ht which doesn^lr SUnset %ht- 

W Wch shines where ^ tte e ^-%ht 
^ere else - 2 t f T* h to «nd no 

ii h "^ t s ht^ doa . t sel] s- e£ 



This advertisement is quite effective on account of its typographical display. The style of compo- 
sition is social, convincing, and liable to be business-bringing. 



476 



WANT 
A CLOCK? 



If your servant-girl had 
one of our $3.75 alarm, eight- 
day, guaranteed-to-be-on-time 
clocks in her bedroom, you 
wouldn't have a cold break- 
fast as often as you do. Don't 
put a cheap clock in your ser- 
vant's room. The quality of 
your breakfast is reckoned by 
the quality of your clock. 



This sample represents an announcement set 
entirely in Ronaldson Roman type, a new Roman 
cut of letter, extremely neat and very handsome 
when well printed. 



To Badies 
Of Taste 

We thought ^ou'd til^e to faiov 
about some rugfl. vSUgbt unperfec- 
tion<$ in tf)em; no one hut expert*} 
can find them — after the^ are 
down ve couldn't find tl)em our- 
selves vitfjout professional scrutiny. 
About one hundred of tf>em, and 
sf)all l)ave no more. Delighted to 
J>ave -^ou call and inspect tf)em. 

Here's opportunity to hu^ really 
good things at the cost of pcsr ones. 



Advertisement set entirely in what is known 
as Skjald type. The only objection to this type 
is that it is not particularly plain; but it is 
unique, and often there is advantage in using 
something a little off the usual style. 



Now that you can 
make your ton of 
coal worth a ton 
and a quarter, have 
neither coal gas 
nor clinkers and 
little smoke, by in- 
vesting 25 cts. in 
a package of Sho- 
Sho — your grocer 
sells it — you will 
use Sho-Sho for- 
ever. Sho-Sho is 
harmless, as easy 
to apply as water. 

Made by Standard Nail & Hammer 
Co., Smith Building, Smithtown. 



This advertisement represents a style of un- 
headed matter, set entirely in solid Modern Ro- 
man. It can readily be set in any newspaper of- 
fice. A rule or border should invariably be used. 



Something 
For Sewing 

Next Monday, one hundred solid 
Silver Thimbles, handsomely en= 
graved. Will sell them to the 
first hundred ladies, with their 
initials engraved, for twenty=five 
cents, half the usual price. We 
do this simply as return courtesy 
for patronage received. 



Advertisement set entirely in DeVinne type, a 
type very commonly usedin large cities, but which 
has not yet reached all of the smaller places. 



477 






"The Joy of 
Fair Women" 

Nowadays everybody is out- 



ceo doors — open air recreation is rec= 
' ognized everywhere — women vie 66 
with husbands, brothers, lovers, 
upon the lawn of health — all the 
world is playing tennis — and 
it's a mighty good thingjfor the k.o 
9 world — for there's nothing so ofts) 
. exhilarating, so pleasant, so in= 
, w -d teresting — a complete outfit for ^t, 
$15, first class in every respect. 

JOHN SMITH & CO 





This advertisement illustrates effectiveness of an extremely wide border, occupying much of 
the space, with brief reading matter in the centre. Borders of this kind will print well almost any- 
where, and are recommended on account of their oddity, although they are old fashioned. 

478 



The Daily Eat. 



Vol. I. 



SMITHVILLE, JAN. 2, 1893. 



No. 1. 



Plenty of Elbow Room. 

Ranchman's Wife. — Drive over and 
bring our daughter in. You'll have to 
hurry, because supper will be ready in 
an hour. 

Ranchman.— Where is she? 

Ranchman's Wife. — She's swinging 
on the front gate. 



He Understood. 

Miss Mamie (as her father returns 
from the office)— Oh, there you are at 
last, you dear, sweet old thing! 

The Dear, Sweet Old Thing.— No, 
you don't, Mame. You had a new 
twenty-dollar hat only two days ago, 
and now you've got to wait awhile. 



Business Enterprise. 

Manufacturer. — What are we go- 
ing to do ? Our rivals have just voted 
to spend $100,000 in advertising that 
their baking powder does not contain 
a particle of alum. 

Chief Clerk. — That's simple enough. 
Spend $200,000 in advertising that ours 
is the only baking powder in the mar- 
ket in which alum is an ingredient. 



He Didn't Want to Buy It. 

New Yorker. — What's the damage 
now, for haulin' me to the depot? 

Chicago Cabman. — Five dollars, sir. 

New Yorker. — You misunderstood 
me, my friend. I don't want to buy 
your horse and riggin'. 



A Specified Rate. 

" I recently performed four mar- 
riage ceremonies in twenty minutes," 
remarked the Reverend Dr. Thirdly. 

" That was at the rate of twelve 
knots an hour," added Miss Flyp, 



Exactly. 

" I wouldn't be a fool if I were you," 
said Jones to a friend. 

" If you were I you wouldn't be a 
fool," was the reply. 



HAVE 

YOU 

BRAINS ? 

EAT 

FOR 

MORE 

BRAINS. 

Eat Burned Wheat 
— there's brain-build- 
ing in it — it tastes 
well — digests quick- 
ly — it makes you feel 
better. John Smith 
has it. 



He Knew His Ma. 

Mamma. — Didn't I tell you not to 
take any more preserves out of the 
closet ? 

Johnny. — Yes'm. 

Mamma. — If you wanted some, why 
didn't you ask for them.'' 

Johnny (with confidence). — Because 
I wanted some. 



'Twas the Same. 

Mme. D— applied to a registration 
office for a servant. They sent her a 
big, strapping lass, with bold eyes, a 
loud voice, and ungainly gestures. 

Mme. D — declined her services. A 
few days later, the same young wo- 
man called again on the lady to renew 
her offer. 

" You here again? " said Mme. D — 
in atone of surprise, " you know very 
well that I refused to take you." 

" Yes ma'am, but I have been sent 
here to-day from another office." 



Two Quarts in One. 

"Begorra!" said Bridget, as she 
opened a bottle of champagne for the 
first time, " the blame fool that filled 
this quart bottle must have put in two 
quarts instid av wan." 



The Forgetfulness of Woman. 

Husband (irritably). — Can't you re- 
member where I said I left my glasses 
at breakfast this morning ? 

Wife. — I'm sorry, dear, I really 
can't. 

Husband (peevishly). — That just 
shows the forgetfulness of you women. 



She Could Burn Anything. 

Friend. — I suppose your wife often 
burns the midnight oil? 

Husband. — Yes, I guess she does 
now and then ; but you must remem- 
ber she hasn't had much experience in 
cooking yet. 



An original and very effective method of advertising. By obtaining a definite position in any publication, national 
or local, filling the space with an imitation of the first page of some publication, and by printing thoroughly humorous 
sketches or articles of interest, changing them with each issue, attention can be positively centered at the advertise- 
ment, and it will be read as conscientiously as the reading matter of the paper. The space occupied by these squibs 
is not wasted as it forces attention to the advertisement. The squibs should be original if possible, but they had better 
be copied than to be of poor originality. Any attractive heading can be used. The name of the firm can appear in 
the heading, like " Smith's Weekly," " Jones & Smith's Daily," or any other heading, if not too long. The date be- 
low the heading should correspond with the date of the publication containing the advertisement. It is easy to make 
the two outside columns contain information, or entertaining sketches, frequently of more interest to the reader than 
the maj ority of the reading matter in the publication. 



479 



The following advertisement is produced in 
dose fac-siniile from an announcement of a lead- 
ing seaside hotel : 



Plate No. 4 is an attempt to add bringing, 
quality to the Advertisement No. 3. 



DASH HOUSE, 

DASHING BEACH, 

UNDER NEW MANAGEMENT, 

WILL OPEN JUNE 20. 

House newly painted, thoroughly renovated, and 
put in first class condition. Elevator and all modern 
improvements. A good orchestra will furnish daily 
concerts and music for dancing. 

DASH & DASH, Proprietors. 



Plate No. 1. 

Plate No. 1 advertisement is thoroughly con- 
ventional* yet undoubtedly has boarder-bringing 
quality in it. One would criticise the printing 
of the hotel name in type so large that it over- 
rides the name of the place. The name of the 
iiouse, except to those who have been there— and 
those who have been there know what it is— is 
not as important to the casual reader as that 
which is in the house and the attractions of its 
locality. The parties who have never been there 
are the parties the proprietors are after. These 
people care very little about the name of the ho- 
tel, beyond its general reputation; they need 
something to attract their eyes when running 
through the advertising column in search of 
summer board, something which will suggest to 
them that which their tired bodies or inclina- 
tions demand. 



On a hill 
By the ocean 

DASH HOUSE 
DA5HIW6 BEACH 

100 feet above the ocean ; 500 feet from bathing beach. 
Uninterrupted views of sea and shore. Magnificent 
lawn. No beach sand and flies about the house. Large 
rooms, freshly painted. Improved plumbing. Eleva- 
tor. Daily concerts. Terms consistent with service. 
Call if you can; write us anyway; full particulars 
about everything. Handsomely illustrated pamphlet 
free to everybody. 

DASH & DASH, Proprietors. 



Plate No. 2. 

Tlate No. 3 advertisement is substantially the 
same as the first one, but is given to illustrate 
the conventional style of advertising mountain 
^hotels. 



Hotel Dash, 

Lower Dashing Lake. 

ADIBONDACKS. 

Open all the year . Lighted by gas, heated by 
steam and open fire-places. Elevator. For il- 
lustrated circular and terms address the mana- 
gers. DASH & DASH, 

Dashtown. Dash Co., N. Y. 



FOR 



Rest and Quiet 

IN THE 

ADIRONDACK WILDERNESS 

Hotel Dash is an all-the-year house. On 
high ground, 500 feet from Lower Dashing 
Lake, in the heart of the woods and moun- 
tains. Gas, steam, open fire-places, eleva- 
tor. Miles of almost untrodden forest. 
Trout, deer. Delightfully cool. Built for 
comfort. The advantages of style without 
style. A family hotel with all the comforts 
of home. Terms as low as we can make 
them. A book of information free. 

DASH & DASH, 

Dashtown, Dash Co., N. Y. 



Plate No. 4. 

Here's an advertisement cut from the classi- 
fied summer resorts, among the " Wants," in a 
large city daily : 



TO LET- South of the city, furnished 
house of 10 rooms, \% acres of land. 
Call at 1000 Blank St., room 100. 



There are thousands of little advertisements 
like this. Where is " south of the city ? " Is it 
a mile out or 25 miles ? Is it on a hill or in a 
swamp? Is the rent seven dollars a month or a 
thousand dollars for the season? So far as the 
advertised information goes it may be all of 
these and more. Will anybody answer this ad- 
vertisement? Probably. Give advertising any 
chance and something comes of it. 

The "Want" summer advertisements should 
contain definite information. 



DASHVILLE HEIGHTS— 5 miles out, 
V/z acres lawn and orchard, 10 rooms 
furnished, good repair, % mile from station. 
$250 for season. 1000 Blank Ave., room 100, 
Blank City. 



Better make the advertisement larger; say 
more about the place; advertisements among 
the " Wants " cost very little. If the house is 
worth letting, make folks want to hire it. Here's 
more of it : 



Plate No. 3. 



DASHVILLE HEIGHTS— 5 miles out, 
on A. & B. B. B., # mile from depot, 20 
trains each way a day, l l / 2 acres lawn and or- 
chard, 10 rms. furnished, mattresses, crock- 
ery, range, hot and cold water, good repair, 
shade trees, delightful drives, pure air, no 
fogs. $250 for the season . There isn't a bet- 
ter summer place for the money in the State. 
Keys at 100 Dash Ave., Dashville Heights, 
or at 1000 Blank St., room 100, Blank City. 



66, 



■uilt for 



Bu?ni9< 



99 



A $5 SHOE 



$4 



FOR 



• • 



1 



• • 



Good enough for any man who walks. — Soft as 
broadcloth. — Easy as a silk shirt. — Fits like a dress 
suit. — Wears like a granite wall. — Handsome as a shoe 
can be.— John Smith & Co., 44 Smith Avenue. 



66 



Tlje SS}®^ of 



99 



Note. — This advertisement illustrates artistic style of double column setting. The type used 
is of new and original pattern now being placed in the best newspaper offices. Any good news- 
paper can, by substitution, produce nearly as good effect. The same idea can be carried out in 
single column if desired. 

rim pmii r^Hbiid rf«rta 



GOING 
HOME 



GOOD 
LARD 



Note.— Two specimens of good block words ; the one on the left is suitable for a heading of 
about anything, suggesting that the reader buy it on the way home. 

481 



»* 



W.i M. fcj A 4mlk4..1kJlm.lkJl.m 



HEALTH 



:: 

• F Up the mountain's steep as 
* « cent 
■ > 



Over lakes and streams 
In the parlor entertaining 
» — In the ball room freely glid- 
■ ing — Always comfortable, al- 
ways stylish, always graceful 
— And the same Smith Waist 
» is worn everywhere. Sold by 
*John Smith & Co,, Smith- 
. ville. 



$*W 



smitn- * 

TTTTW 



This advertisement illustrates single column 
setting and is liable to be read by ladies, for 
every one is interested in health. 



SHE SINGS 



A 



The hundred thousand trained 
voices of America — the half 
million sweet voices of fireside 
evenings — all know that voice 
is not the dress, yet dress affects 
the voice. — No prima donna 
ever sang with uncomfortable 
corset — the quality of voice 
is influenced by ease of chest 
dressing — the Smith Waist is 
the graceful necessity of style 
and vocalism. Sold by George 
Smith &Co. 



Z&W&W^^ 



& 



The above advertisement illustrates simple 
single column setting, with a strong and attract- 
ive heading. This same style of advertisement, 
with heading, would be appropriate for music, 
or for musical instruments. 






ttatiH 




JOHN JONES 

Sells Twenty- eight 

Varieties. 



Our Pure Cream 
Crackers, recom- 
mended for ladies' 
afternoon lunches. 




&m 



m 



w***m 



This advertisement should occupy double column. The matter contained in the lower left hand 
corner should be changed with every issue. It might be advisable to run this advertisement for 
some time, making a complete change in this corner matter with each issue of the paper, announc- 
ing some cracker specialty. 

482 



You 
Buy Me 
During 
'93 



I'm the Smith Wagon of\ 
the new year — as ever the 
vehicle of lightness, strength, 
beauty — only more so. 



Most comprehensive wagon catalogue in 
the world, free at Smith agencies, by mail 
for two two-cent stamps. Smith & Co. 
Boston, New York, Chicago. %«# 

The style and wording of this advertisement 
will fit almost any line of trade. 



Going to 
Re=furnish 
This Fall? 

We've a book. Splendid 
summer reading. It's yours 
for the asking. Under the 
trees you'll read it. In busy 
Autumn you'll know what 
you want and what to pay 
for it. Time saved. 



Have r)'t a. 
HarrjroocK ? 

Don't let that comfortable 
neighbor sympathize with 
you. There's solid comfort 
in hammock lounging. Ham- 
mocks for a dollar at Smith's. 



A small advertisement. By changing name of 
article it will do for almost any similar thing. 



"A carriage bnilt to last." 

SUMMER 
| WAGONS 



Seats for two I One seat in sight. 
Seats for four I Two seats in sight. 

As light as a strong carriage can be built. 



Our Catalogue of 20 Wagons $ 
| Free to everybody. | 

A fairly good general carriage advertisement. 



) "Thi 



This advertisement filled out will do for al- 
most any line of furnishings. 



'The delicacy of the Viand is in 
the Cooking of it." 

STOVES 
BUILT 
TO COOK. 

THE SMITH RANGE. 

[ Here insert description of Range.] 
A general stove advertisement. 




WANTB AUCTION SALE 




HOME 




10 

MILES 

OUT 



BALANCE 

ON EASY 

TERMS 



MACADAMIZED 
STREETS 

PERFECT 
DRAINAGE 



BEAUTIFUL 
LAKESIDE 



$25 
ENOUGH 




MONEY 

LOANED 

TO BUILD 





SCHOOLS 
CHURCHES 

50 EACH 

WAY TRAINS 

A DAY 



PURE 
RUNNING 
WATER 





8 CENT 
FARES 







JULY 22 AN D 23 

FREE TICKETS 
FREE LUNC H 

FREE MUSIC 

For those wlio mean business. 

Lakeside Park is ten 
miles southeast of Center- 
ville; on side of gently 
sloping hill ; magnificent 
views of surrounding 
country. Highest ground 
in town, overlooking 
Lakeside village. 

Five minutes from 
center of village; six 
churches, twenty-t hree 
stores, four schoolhouses. 
Eight minutes from depot 
of "the A. & B. R. R. 

Average size of the lots; 
7,000 square feet. Few of 
4000, some 10,000. Lots wil 1 
bring from 6 to 10 cents; 
per foot. Will be sold to 
highest bidder. 

$25 down considered suf- 
^ficient, balance to be paid 
iin weekly payments of 
;not exceeding *$5 a week. 

The Lakeside Improve- 
ment Company will build 
moderate priced houses 
upon these lots, leasing 
them to the owners of the_ 
lots who will pay the an-E 
nual rental on the same, 
which rental having con- 
tinued to be paid for ten 
successive years, will en- 
title the owner to a clear 
title to his house. 

It is proposed to have 
onlv the better class of 
people locate at the Park, 
and buyers will be required 
to furnish references be- 
fore the deeds are passed 
to them. Respectability is 
Heaven's first law and will 
be maintained at any cost, 
the Lakeside Improvement 
Company desiring to have 
their beautiful location 
occupied by residences of 
respectable' people. 

Full information and pamphlets of The Lake- 
side Improvement Co., 14 Jones Bldg.,Centerville. 



The bold relief given type enclosed by light 
rules. It should be set in one column, space does 
not permit it here. 





484 



iy/jv##sxs#xs^^'##^Ai\\x\\\xxx\xxxxxxxxvxxxx 

H$now all peoplq % these present^, 

S Tl it we,> Smith Brothers &* Company, a firm established in 1893 tn the City of ^ 

^ /ones, County of Jones, Commonwealth of Massachusetts, . rom ;,-|pration f ^ ie l° west ? 

g ^^^^««^^^ paidby anybody, ^ r£Ceipt whereof J| 

S is hereby acknowledged, do hereby grant, sell, transfer, and deliver unto the said J 

^| any . oy '. the following goods and chattels, namely : J, 

h*. Here add names and feu 

I 5 

Bj brief descriptions of leading w 

lines of goods ; better only |w 

s 

one line. ^ 

J! 

2 %° ndve m ^ t° h°M all and singular the said goods and chattels to the 5 

said ..:™y bod y.>. and his .. or .. her . executors, administrators, fe* 

^ and assigns, to their own use and behoof forever. ^ 

5j And we hereby COVmntlt with the grantee that we . ar . e . 

# the lawful owners of the said goods and chattels, that they are free from incumbrances, j? 
2* except those always honestly stated, ij they exist, by our conscientious clerks, A 

s " we ? 

A that ... we . have good right to sell the same as aforesaid ; and that we . f> 

5 will wtttfrmtt Ht[d defend the same against the lawful claims and demands of all £ 

v and against imperfection and damage. K 

Jfo witness nhereof ... we ....the said Smith . Brothers .^. Com ? any : € 

hereunto set.. .™ r hand and seal this second . day of -------- >*^ # 

^ in the year one thousand eight hundred and ninety ' £ 

% % 

^ Signed, sealed, and delivered in the presence of ^. 

^ 5 

* <2$ew/amih c^PaMiwn \ &vn*/A <j&4.#d, fc ^^.[seal.j a 

i s 

k\\xvxxxxxxxx\\\x\\\\\\w^#^x^^^s#s#xs#s/#/« 

The above unique form, can with propriety be used by any line of trade. The space occupied by " Here add 
names, etc.," can extend to any length. The border need not necessarily be used. 

485 



oooooooooooooooo oooooc 



HOW TO COOK 
STAR WHEAT. 

Mrs. John Smith, the princi- 
pal of the Brown Seminary for 
young ladies, has given great 
attention to plain cooking. The 
following, written by her, gives 
her practical experience in cook- 
ing that superb brand of wheat, 
known as Star Wheat, for which 
John Smith & Co. are the ex- 
clusive agents for Dalton. This 
wheat is put up in i, 3, 5, and 10 
lb. packages, sold at most rea- 
sonable prices. It is said to be 
the most nutritious preparation 
of wheat yet presented to the 
lovers of substantial viands. 

Star Wheat Hush. 

Put one quart of boiling water in a 
smooth granite-ware saucepan. Add 
a teaspoonful of salt, and when the 
water begins to boil rapidly, add grad- 
ually, half a pint of Star Wheat, 
sprinkling it in with one hand and 
stirring with the other. Beat well 
until perfectly smooth ; then cover 
the saucepan, and draw back where 
the contents will simmer, but not 
burn. Cook from ten to twenty 
minutes, stirring two or three times. 
Serve with cream or milk. 

When one prefers, all milk, or half 
milk and half water, can be substi- 
tuted for the quart of water. 

If the Star Wheat be measured 
scantily and the milk generously, and 
the mush be poured into a bowl or 
mold and set away to cool, it can be 
turned out and served with sugar and 
cream as a pudding. 



This advertisement represents an effective style, 
for it gives definite information of positive value 
to woman. Whenever possible, print informa- 
tion of this kind, and if you can, continue to 
print it regularly, that folks may look for it. 
While this advertisement refers to the cooking of 
a certain article, an advertisement can be made 
up by a carpet store giving information on the 
care of carpets ; by a furniture dealer on how to 
take care of furniture, or by almost any other 
line, for there is no line of which information of 
this style cannot be easily written. 




There is more healthfulness, 
more purity, more deliciousness, 
more labor saving;, more light- 
ness in Crescent Flour than in 
any other flour in milldom. 
$8.00 a barrel — worth it — worth 
more. John Smith, 44 Smith 
Ave., Smithville, Ohio. 
3000000000000000000000000* 

This advertisement illustrates an effective 
appearance of what is known as Erratick Open, 
followed by reading matter set in French 
Elzevir, a strong style of Roman type. 

0000000000000 
Husband ° 
Hurried 



Off 



486 



this morning to catch the 8.30 
train and missed his usual cup of 
hot chocolate. He needn't do it 
again — Tell you why ; we've 
"Instantaneous Chocolate" already 
sweetened — All you've to do is 
to put a couple of teaspoonfuls of 
this delightful preparation in a 
cup, pour hot water over it, and 
he'll have a delicious hot drink as 
quick as a wink. 

1OOOOOOOO1 

An illustration of a fairly attractive single 
column advertisement, surrounded with a 
strong border. 



1 Do You 
Eat 
Ice Cream? 



1 
3 
SI' 

c 

ml"* 

I 

P 

•S 

sB 
s 

§ 



Frozen nectar of the gods; chilled 
sweetness creamed from fruits; 
delightful frigidness prepared by- 
Arctic maidens cool to look upon. 
Smith's Ice Cream Parlors, 400 
Dash Avenue. 



■ ■■■■ — ■■■ 




DO YOU 

EAT 

ICE CREAA\* 

Frozen nectar of the gods. 

Chilled sweetness creamed from fruits. 

Delightful frigidness prepared by Arctic 

maidens cool to look upon. 
Smith's Ice Cream Parlors. 
400 Dash Avenue. 



nmnrwi 



♦■♦■♦■♦■♦■♦■♦ 



PO 
YOU 
EAT 
ICE 
CREAA\ ? 



Frozen nectar of 
the gods ; chilled 
sweetness cream= 
ed from fruits; de= 
lightful frigidness 
prepared by Arctic 
maidens cool to 
look upon. 
Smith's Ice Cream 
Parlors, 400 Dash 
Avenue. 



Three advertisements, set differently, but read- 
ing exactly alike. 



>— *>— *>— t 



It will not smash. 



THE TOURIST'S 

iTRUNKi 

J $IOand$l5. I 



^*v 



i 



For $ 1 0, 

TRUNK 



Every trunk convenience in it. , 



i 



•v* 



The Iron=Bound Bucket is an 
« egg shell compared with our • 

new indestructible, unsmash= 
' able, can't-wear=out=able, unap= « 

proachable, unmatchable, 

TRUNK 

strong as iron, light as wood, 
a portable boudoir of elegance , 
and convenience. 



Three trunk advertisements, of small size, sur- 
rounded with plain striking borders. They 
would look better in enlarged space. 



487 



COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


COOL 


CCOL 


COOL 



YOUR EXCURSION 

A DAY IN RED MOUNTAIN HILLS! 

Wednesday, June 17, will be a red letter day 
for those who love the open country and appreci- 
ate the cooling breezes of forest wilderness. The 
excursion train will leave the A. & B. R. R. Depot 
at 7 a. m. It will pass through the beautiful 
farming villages of Green and Red Valleys, 
among the balsam-smelling pines, and the beau- 
tiful scenery of Billows Falls, beside the spark- 
ling waters of Mermaid River, out into the open 
valley, in view of John Brown's Historical Corn- 
Cribs, and by the shores of Blackberry Lake. 
The party will arrive at Honeysuckle Grove at 
9 a. m. At 10 o'clock, the special attractions of 
the day will be announced. 

1. Potato Race. 

2. Trial of Breech-Loading Guns. 

3. Fat Men's Race. 

4. Fun with a Greased Pole. 

5. Old-Fashioned New England Dinner, served 
in New England Style. 

6. Oration by Hon. Benjamin Blaine. 

7. Chorus Singing, led by that powerful vocal- 
ist, James G. Harrison. 

8. Three Hours of Dancing. Wanamaker's 
Orchestra of sixteen pieces with Major Cushing 
as prompter. 

9. Shooting Match for Gold Medal, 

10. Bowling Match for Championship of Green 
County. 

11. Lunch in the Pavilion. Strawberries and 
Cream. Country Milk. Molasses Ginger Bread. 
Music to Aid Digestion. 

At 8 o'clock, the party will start for home, 
arriving at Cityville at 10 p. m. Tickets, $2.00, 
including everything. For sale at the A. & B. 
Depot, or of John Smith, Manager, 44 Dash 
Ave., Cityville. 



FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 


FUN 



This advertisement illustrates a fairly good ex- 
ample of an outing announcement. The strength 
of it is in the head and sub-head lines. Attempt 
is made to make the descriptive part bright and 
seasonable. Perhaps it is rather long,— then let 
it stand as a sample of justifiable length. Its 
rambling style is easy and natural and liable to 
cheer up the weather-heated reader. 



A DAY OF FUN 

Potato Race, Greased Pole, 
Fat Men's Race, and more. 



SMITH'S EXCURSION TO HONEYSUCKLE GROVE, 

Wednesday, June lTtti, 
Full particulars at 44 Dash Ave., Cityville. 

The three bottom lines are omitted in the fol- 
lowing advertisements. 

HAPPY DAY 

FOR OLD AND YOUNG. 

Great times for papa and mamma, 
Ceorgie, and Sallie, Cussie and Maudle. 

Decent everybody is going, including you. 



Ginger Bread 
String Beans 

AN OLD FASHIONED GOOD TIME. 

HOT CITYVILLE 

COOL HONEYSUCKLE. 

A DAY OF RECREATION. 

Dancing m tk Woods 

Wanamaker's Orchestra, Pretty 
Girls and Handsome Men Waltz 
Amid Exhilarating Pines. 

NOT GOING 



How folks who go will pity you. 



These advertisements illustrate the extreme of 
brevity in advertisement writing. It is sug- 
gested that they be used in connection with the 
longer advertisement, appearing in different 
parts of the same paper, or that they be inserted 
one or more a day, to appear on alternate days, 
in connection with the larger advertisement. It 
will be noticed that each advertisement is com- 
plete in itself, yet states where and how full 
information can be obtained. 



Ever Dry Salt 
Made by a Process 
Invented by Lot's Wife 

A hermit of central Alaska, recently deceased, left among his pos- 
sessions a prescription for the preparation of an absolutely pure and 
dry salt. This prescription, carved in a solid rock, is said to bear dates 
corresponding with the birth and solidification of that historical woman, 
known to the world as the heroine of ' Looking Backward.' This Salt, 
having stood the moisture of ages, is now manufactured by a concern 
located at a place we do not propose to disclose. It is enough for you 
to know that it is sold everywhere. 



•o©o®oao«o«o©oo»ooo»o«oeo®o« 

* Quiet Cheese 

of eminent respectability — cheese which attends to its 
own business and is never lively — cheese which sets 
where it is put unless removed by outside influence — 
cheese which does not pulsate with innermost life — 
cheese of appetizing flavor — indispensable cheese — cheese 
which will always be on your table after its first intro- 
duction — cheese for twenty cents a pound. 

JOHN SMITH & CO. 



These advertisements represent double column setting, and a peculiar style of alleged humor. 
Humorous advertisements must be handled with the nicest care. Better not be humorous at all than to 
be poorly humorous, but occasionally a humorous advertisement, or one off the usual style of advertise- 
ment writing, is to be recommended. 




IS THERE A WATER 



COOLER IN YOOR 



HUSBAND'S OFFICE ? 



There isn't! How the poor 



man must suffer. Surprise and 



revive the dear fellow. Make 



BUY COAL 



NOW, 



That's intuitive sense. Buy 
enough for all winter, 
that's economical sense. 
Buy of Smith, that's dollars 
and cents. 



.-:,.. 



him a present Of One Of those The strong appearance of index fists. 



Smith coolers. $2.50. 



SMITH & COMPANY, 500 SMITH ST. 




The effect of common brass ruTes. Every 
newspaper composing room carries plenty of 
them. 



Does Your 
Husband 
Wear a 
Hat? 

Send him to 
JOHN DASH, 

116 Dash Street, corner Blank Street. 
„ ■ * ■ , m m ^ 



—J 



A small Hat advertisement. 



490 



vgoooooooooooooooooooooooW 

ARE 

YOUR 

SOLES 

ON 

EARTH 

The shoes on you can't be resoled if 
you wear 'em much longer — never out- 
wear shoes— wear new ones while the 
old ones are being repaired — The 
Smith three dollar shoe for all men 
isn't as exquisite as the Smith five 
dollar shoe, but it has five dollar wear 
in it — John A. Smith & Co., Smithville. 

5888888888888888888888883 



ARE 

YOUR 
| SOLES 
SON 

EARTH 

The shoes on you can't be resoled if 
you wear 'em much longer— never out- 
wear shoes— wear new ones while the 
old ones are being repaired — The 
Smith three dollar shoe for all men 
isn't as exquisite as the Smith five 
dollar shoe, but it has five dollar wear 
in it— John A.Smith & Co., Smithville. 



The effect of different borders on the same ad- 
vertisement. . The upper border throws the head- 



•yYO**4>o«>t+y+YO*c*YO¥* 



"For Christmas and all the 
Year Around." 

WHAT 
TO BUY 



There's a golden rule in 
Christmas buying — " Give to 
others what you like yourself " 
— don't force upon them things 
of foolish beauty, apologies in 
useless art — give things of last- 
ing quality, with all the beauty 
one can find — a Parlor Cabinet 
of handsome mahogany, or of 
brightest cherry — fortified with 
bands and knobs of brass, with 
mirrors of clearest glass, and lit- 
tle niches and cupboards every- 
where, for bric-a-brac — there 
can't be a room too full to find 
room for it — the price is low as 
can be, as low as we dare sell 
in days of clearance sales — 
for $25, one looking worth 
much more ; for a few extra 
dollars, one seemingly worth 
twice the sum ; for $50, an ex- 
quisite creation ; for $100, one 
which shows its costliness. 

JONES, SMITH & CO., 

1 to 9 Washington Street. 



^joic^k4ol*JUV 3 4oUo4oV.U 



lines into bolder relief. 



A fairly good model for holiday advertising. 



491 



T^CHRISTIANUNION 

veexly : A- FAMILY-PAPER I*m»aye a* 



Vitalized 
Sense 



The Christian Union is a religious paper 
— all good papers are religious, more or less. 
It is not a religious paper in the narrowness 
of denominational creed. Its field is the world 
— its platform, a better world — its policy, to 
teach women and men how to live, not how 
to die, and to make them happier while living. 
It is the original, progressive, practical, enter- 
taining, family paper of America, appreciated 
by people of success. There cannot be a pub- 
lication anywhere of more definite, unique, and 
original value for the selling of necessities and 
luxuries than this paper, which appeals to the 
intellectual sense of the people. There can 
be no one who sells anything people want who 
cannot sell more of that thing by advertising 
in The Christian Union. All the business- 
bringing power of The Christian Union is 
yours if you sell goods of respectability and 
use its columns. 

The Christian Union : Lyman Abbott, Editor- 
in-Chief; The Christian Union Co., Publish- 
ers, Clinton Hall, Astor Place, New York. 



0T 



M 




Special Representatives 



"They bring the far so near " 

HE special advertising representative is exclusively neither 
an advertising agent, an advertising solicitor, an advertising 
manager, nor an advertising expert. He is a combination 
of all — an employee of peculiar significance. 

The great national dailies, and religious, agricultural, and 
representative journals, find it profitable to establish metropolitan, and 
other branch offices, locating them in New York, Boston, Chicago, San 
Francisco, Philadelphia, and other centres, remote from the city of publi 
cation. They make an arrangement, either by salary, or commission, or by 
both, with some responsible parties to represent them in these commercial 
centres. Frequently the same man is a representative of several publica- 
tions. It is the duty of the advertising representative to be as familiar 
with the circulation in the papers he represents as the papers can be 
themselves ; to be, to all practical intents and purposes, the manager of 
the paper, so far as so called foreign advertising is concerned, foreign ad- 
vertising referring to advertising removed from the city of publication. 

By being located in a convenient centre, the advertising representative 
is able to handle the business better than can the paper itself, and make a 
respectable salary, or commission, while doing it. Advertising is bought 
of him as low as it can be of the paper, and he gives the same attention to 
it as can be given in the counting-room of the paper. 

The special representative is simply a convenience to the advertiser. 
He benefits the paper, and he benefits himself. He is a legitimate officer of 
advertising, and falls into a position unoccupied by any other, representing 
only those publications from which he has definite permission, and with 
which he has the most intimate connection. 

493 




Louisville Courier-Journal 



MR. KNOWN CIRCULATION. 

Daily. Sunday. Weekly. 



Omaha Bee 25 000 

St Paul Pioneer Press 20,000 



25,000 37,000 177,000 



Seattle Post-Intelligencer 



.000 40,000 
25,000 25 000 



San Francisco Report ..... 46,000 



12,000 15,000 15,000 



5,000 



Pennsylvania Grit, Williamsport, Sunday, 71,000. 



Daily. Sunday. Weekly. 

Rochester Democrat and Chronicle 21,000 12,000 

Denver Sun . . . 
Saturday Globe, Utica 
Elmira Telegram . . 
Albany Telegram 



12,000 15,000 



170,000 
75,000 



200,000 



Mark the prosperous cities these old-established dailies cover, in the West, Northwest, 
Southwest, and far West. Consider these great Weeklies and Sunday Family Papers 
which get in at the cheery firesides of the hundreds of thousands of American homes! 

They all tell for business, and a good story, too. 

A. FRANK RICHARDSON, 
Tribune Building, New York. Chamber of Commerce, Chicago. 

494 



Authoritative 



w 




" Words of others weighs a ton " 
T is suggested that a few introductory chapters pertaining to> 



advertising, by men who have expended from one hundred 
thousand to one million dollars in advertising, and have 
learned their lesson in advertising in the practical school of 
experience, would add materially to the value of this work. 

The author requested a few of the most successful advertisers to write 
brief lines of advertising opinion, and nearly all of them responded. 

Appended are their words of advertising light. 



Advertising As I See It 



BY COLONEL, ALBERT A. POPE, 

President Pope Mfg. Co., Makers of Columbia Bicycles, Boston, New York, Chicago, Founder of 
American Bicycle Industries, Originator of the New Movement for Good American Roads. 

Advertising has been defined as " the act or practice of bringing- 
anything, as one's wants or one's business, into public notice, as by paid 
announcements in periodicals, or by hand-bills, placards, etc." Such is- 
advertising, and the problem to thousands of us who are engaged in mer- 
cantile business is, " How shall I most economically and effectively accom- 
plish this work ? " 

The subject is one which has been made a special study by a number of 
men of ability, and has during the past few years become an art. When 
it is considered that there are firms and corporations in the United States- 
who spend annually hundreds of thousands of dollars simply on news- 
paper and periodical advertising, it is obvious that it is of great importance 

495 



496 AUTHORITATIVE. 

that advertisements should be written attractively, and convincingly, and 
placed and displayed advantageously. The appearance and wording of an 
advertisement, like the appearance and speech of an individual, either 
attracts or repels. Those advertisements are the most effective which are 
written with due regard to the proprieties, and do not bear on their face 
the marks of ignorance, falsehood, jealousy, or contention. In other 
words, an advertisement should express truthfully, intelligently, attrac- 
tively, and forcibly, the merits of the article that its purpose is to sell. 

Perhaps the most artistic and effectual advertisements that have 
appeared in American periodicals have been those of the soap manufac- 
turers ; one enterprising firm publish a fine engraving of Millais' picture 
of a boy blowing a soap bubble, and that advertising page to the majority 
of the readers of the magazine was probably of as much interest as any 
other portion of the publication. Judging from the standard of great 
financial success, we may infer that the proprietors of certain well-known 
soaps have found that their artistic, illustrative advertisements, although 
costly, are remunerative ; and in this connection it may be said that the 
artist, as well as the writer, are alike necessary to produce the best 
xesults. 

No where else in business, perhaps, unless it be in legal documents and 
■contracts, does one realize the force of words rightly used. To be a good 
writer of advertisements one must have a good command of language, and 
understand fully the fine shades of meaning and distinction of words. It 
is a mistake to coin words to use in an advertisement with a view to 
attract attention. One's attention may for an instant be called to such 
absurdities, but the impression they convey is not a beneficial one. The 
language that Shakespeare and Milton found adequate to express their 
thoughts is of sufficient scope to express the ideas of a pill vender, or a 
lager beer dealer, concerning the merits of what he wishes to sell. 

The best mediums for advertising are those papers and periodicals that 
have the largest circulation among the best class of the community, but 
local publications, even though of limited circulation, should not be 
ignored ; the country newspapers are read more thoroughly than those 
published in the city, and their value for certain kinds of advertising is 
equally as great as that of their more pretentious contemporaries. 

Advertising by printed bills, to be handed to persons in the street, or 



AUTHORITATIVE. 497 

advertisements in publications for gratuitous distribution, are of little, or 
no, value. 

Corporations, or firms, doing an extensive business, find it more advan- 
tageous to employ an advertising man who is an expert in the business. 
There are men in great cities in the United States who receive large in- 
comes simply from the writing of advertisements. This is a branch of 
literary work more remunerative than almost any of the others. Where 
the amount of advertising to be done justifies it, an expert is usually em- 
ployed who gives his time exclusively to the firm engaging him. Some 
of these men are reported to receive larger salaries than judges of the 
Supreme Court. 

In mercantile business, as in the arts and sciences, the wisdom of sub- 
division of labor is being better understood, and the successful advertising 
expert is a man of education, artistic tastes, and fertile in the invention of 
new devices to attract the attention of customers. 

The multitudinous labors of the executive head of any firm or corpora- 
tion doing a large business, renders it necessary for him to leave details to 
assistants, and such is the case with the work of advertising. That such 
work is often done by the expert in a manner not wholly in accordance 
with the wish of the employer is too often the case, but it is to be remem- 
bered that it is a most difficult matter to always get the right man in the 
right place. 

What is needed is a training school for advertising men, and I am of 
the opinion that such a school in connection with a university like 
Harvard would be of great usefulness to the mercantile community, and 
would also be the means of enabling many college graduates to obtain 
congenial employment, with liberal compensation. 



Who Read and Answer Advertisements? 



BY GENERAL CHARLES H. TAYLOR, 
Boston Globe. 



The subject of advertising has so many characteristics that it is hard to 
determine which is its most interesting and important phase. As the old 
Kentucky gentleman said of whiskey, all advertising is good, but some is 



498 AUTHOKITATIVE. 

better than others. I believe that newspaper advertising is clearly the 
best in ninety-nine cases out of every one hundred. 

One of the most interesting points, indeed the vital point, for adver- 
tisers to decide is what classes of people in the community read and 
answer advertisements and make the same pay a profit to the advertisers. 

One of the ablest and most successful merchants of his time divided the 
people who buy goods into three classes : — 

First. — The "million," who are more or less prosperous from time to 
time, the people who buy small, individually, but enormous, quantities in 
the aggregate. 

Second. — The well-to-do " one hundred thousand," the people who buy 
pretty largely individually, and great quantities in the aggregate. 

Third. — The select " ten thousand," who buy largely individually, but 
whose aggregate purchases as compared with the other two are relatively 
small. 

Shrewd advertisers should particularly advertise to reach the first two 
classes. 

The " million," and the " one hundred thousand," buy ninety-nine 
one hundredths of all the goods which are sold. 

It is not much use to advertise to reach the third class of the select 
" ten thousand." Excepting in rare cases, they never read advertisements. 
Many of them affect to sneer at firms who do advertise. They do not 
buy ready made clothing because they have their garments made by their 
favorite tailors. They do not buy prepared medicines because they will 
trust their ailments only to their family doctors. They have their boots 
made, they have their favorite furniture maker and grocer, and they scorn 
the idea of looking at any advertisement to supply any of their wants. 

Consequently the man who spends any money in the hope of securing 
the patronage of the "select ten thousand" simply wastes it in ninety- 
nine cases out of a hundred. 

The people who do read advertisements to buy goods to the best ad- 
vantage, are comprised in the other two classes, the " hundred thousand " 
and " the million." From this patronage sales can be increased and 
profits multiplied. Ninety and nine of all the fortunes which are made 
are based upon the trade of these two classes. 

The advertiser who does not recognize these facts, and govern himself 



AUTHORITATIVE. 499 

accordingly, had better keep his money in the bank, than attempt to make 
money by advertising in the newspapers. 



With The Solicitor 

BY BEEISrAKD T. WILLIAMS, 

Of The J. B. Williams Co., Glastonbury, Conn., Makers of Yankee and Williams' Shaving Soaps, and of 

fine toilet soaps. 

The adaptability of it to the other it. 

It is the solicitor that interests me ; advertising wise, not exclusively, 
but still, exceedingly, for humanity is always interesting, and the genus 
solicitor no less so than his fellows. 

I never tried selling space, but I have tried selling goods. 

Fortunately I had the kind I could swear by, and had the courage of 
my convictions, and so was prepared to demonstrate why the " Genuine 
Yankee " would out-lather the balance of the world's product in that 
line. 

I delighted in framing convincing clauses, in collecting data, and ad- 
vancing reasons why the dealer, appealing to the consumer, should offer 
him the world's best. Failing in that I knew I was lost. 

That many, surely the great majority, of solicitors for advertising 
patronage, entertain very similar notions, I am confident that advertisers 
can but enjoy their seductive arguments, whether in the market for space, 
or not. 

But there are others, and sometimes it seems that they are surprisingly 
numerous, who seem not at all to consider the adaptability of their medium, 
or media, for certain articles, but to depend rather upon the fact that they 
can boast a circulation of umpty thousands, more or less, for winning 
patronage. 

The frank, open, confidence inspiring confession on the part of The 
Ladles'' Home Journal, that " We cannot be of use to you in handling your 
shaving soap advertisements ; we haven't the clientage you require," evi- 
dently emanates from a mind that would not allow its owner to go gunning 
for woodcock in a church parlor, or to expect to find brook trout in the 
basin of Madison Square fountain. 



500 AUTHORITATIVE. 

It is the man, who at regular intervals urges us to take space in media 
devoted almost exclusively to mothers, in defining the prescribed method 
of making first quality men and women out of the average run of infants, 
it's men of that ilk, who, in considerable numbers, seem to be " off the 
scent " without appreciating it. 

So it seems that, in behalf of advertisers generally, someone might in 
all kindness say to the Corps de Solicitors, " Please come if in position to 
supply a real need, but please don't come until you are sure ' where you 



Looking Backward and Forward 

BY C. J. BAILEY, 

Of C. J. Bailey & Co., Boston, makers of Bailey's famous rubber brushes and other original rubbei 

goods. 

Looking backward it is easy to note the long strides that have been 
taken in inventions, manufacturing, printing, electrotyping, and the 
wholesale and retail business of the country. It is truly surprising what 
" great oaks from little acorns grow." It is true that we are living in a 
progressive age, and that nothing succeeds like success. 

It is a common question in speaking of a man who has made a success 
in business, how did he build up such a business, in so short a time ? A 
careful diagnosis of these cases leads to but one answer, — judicious 
advertising. 

Where is the prosperous business concern of to-day that has not experts 
in every department? And the greatest of them all is he who writes, or 
manages, the advertising department. Why, because it is the well written 
advertisement that is as good as an army of salesmen, that interests the 
thousands of readers, in the articles for sale, and which they wish to 
possess. Thus the demand is created, and the goods are sold. 

To-day the writing of advertisements is a profession, and the sharpest 
advertisers find to secure the best results they must secure the best pos- 
sible talent. 

In my judgment, a well written, constructed, and illustrated advertise- 
ment of forty Agate lines will give better results than a whole page that 
is not. 



AUTHORITATIVE. 501 

On the Advantages of a Good Introduction 

BY JAMES K. PITCHER, 
Secretary and General Manager, The United States Mutual Accident Association, Xew York. 

Given two magazines of circulation exactly alike in extent and 
character, offering precisel}' the same privileges as to position and display r 
can an advertisement in one be more valuable than in the other? 

One of our advertising agents writes, " Assume the cost of advertising 
in proportion to the circulation to be practically the same, the magazine 
with but one subscriber is of equal value to that with 100,000, cost of 
advertising per copy being the same." Is he right ? Or is it possible 
that at least one factor in the case has escaped even his trained attention ? 

If the object in selecting mediums for advertising be only to secure 
the widest possible publicity for our announcements, he is right and there 
is only one answer to the question with which this paragraph begins. 

A financial institution moves into new quarters. A prominent location 
among other institutions of recognized standing is secured. Heavy plate 
glass windows let in the light. Every detail of the office fittings from the 
mats at the door to the hardwood and twisted brass partitions, is in perfect 
taste, quiet, rich, elegant. Why ? To attract attention of as large a 
number as possible? A brightly painted exterior, a gaudily decorated 
interior, would have better accomplished that. What has been accom- 
plished is an impression on all beholders of wealth, strength, solidity, and 
that was what was desired. The same institution finds it desirable to ad- 
vertise. Of two mediums presented to it, is it to consider only the price 
and the circulation ? Only the amount of publicity to be secured and the 
cost of securing such publicity ? 

There are publications in this country which have won reputation, 
strength, stability. Writers strive to secure a representation in their 
pages, valuing the privilege of appearing in their columns more highly 
than the pecuniary reward they offer for such articles as are admitted. 
Artists feel that they have gained seYeral rounds on the ladder of fame, 
when their first signed sketches are admitted to their charmed precincts. 
There is a presumption of merit in everything in any way connected with 
them, even though that be " only a paid advertisement." There is a 
money value belonging to association. 



502 AUTHORITATIVE. 

If I have to persuade an acquaintance to a certain investment, I shall 
welcome the chance of a conversation with him even in a bare, squalid 
Toom, if necessary, but I very much prefer, from a business point of view, 
to sit down and converse at my ease in an office whose surroundings are 
in keeping with the subject I am discussing. 

Some mediums are the empty or inappropriately furnished room. They 
afford an opportunity for a conversation, and may be made profitable, but 
under difficulty. Others are the handsomely fitted up office, and to a 
certain extent vouch for the standing of their occupants. 

There is a prestige connected with a position, especially a "preferred " 
position in certain of our best advertising mediums, which has a value 
not easily measured in dollars and cents, but nevertheless as well worth 
considering as is either circulation or price. 

When one advertises in such places he secures for his money not only 
space, good display, and circulation, but as well the no less real, even if 
less easily estimated, advantages which belong to association with a 
medium that has won the esteem and confidence of the public. He is 
introduced to the people he wishes to reach by a friend whose introduc- 
tion is in itself a recommendation. 



I flagnify Mine Office 

BY AETEMAS WARD, 
Of Enoch Morgan's Sons, of " Sapolio " fame, and Editor of Fame, New York. 

Few, I fear, will feel with me when my fervor touching advertising 
rises beyond the mere measure of cost and profit. 

To me the art of publicity is an inspiring study, a soul-compelling 
force. I look around me to measure my field, — it is Creation. 

I look into the future of the work — it is as if the millennium of 
man's finite hopes dawned on my astonished eyes. The day is coming 
when advertising, improved and purified, will be the handmaid of science* 
the assistant of truth, a powerful preventer of crime. 

To-day it is a link in the chain of justice bringing forward the needed 
witnesses, or overtaking the escaping wrong-doer. Its pathos rises to 
the highest when the slave mother advertises to-day for her children sold 



AUTHORITATIVE. 503 

from her a generation ago ; promises in the near future to control 
political elections by making simple facts universally known. Its force, 
its future, its possibilities are beyond my power to portray. Working 
gladly, as I touch, as it were, the edges of infinity, I am made conscious of 
the vastness of the work, and of the weakness of the worker. 

I am asked to specify my own best efforts. In point of labor — the 
Sapolio proverbs. Over thirty days, and those carried far into the night, 
barely sufficed to read four thousand pages of proverbs, and select the few 
suited to my purpose from the collections of ancient and modern times, 
from the Malay missionary's slender store to the wealth of " old Burton." 
Many languages were made tributary. Ethiopia yielded up her pearls, 
and the Tamil language (unknown to me till then) added a few jewels to 
the list. In point of audacity — as necessary in advertising as in war — 
I value most the use of Columbus's present glory by sending Captain 
Andrews to Palos, in a fourteen-foot dory named Sapolio, and securing 
audience from royal ty, ovations on the part of the people, and the atten- 
tion of the world. But in neither case was it the happy thought that 
secured success, it was the work which waited upon faith. 



Successful Advertising 

BY M. M. GILLAM, 
Advertising Manager, John Wanamaker's Establishment, Philadelphia. 

It is no more possible by set rules to make a successful advertiser than 
it is to make a successful preacher or lawyer. In either case the bright 
man may profit by the experience of others, and any treatise or compila- 
tion that puts helps in the way of such a student is to be commended. 

What advertisers have accomplished is an inspiration to greater work 
by the craft. Even inklings of a winning method afford a lesson that 
novice or experienced writer can study with profit. 

The danger comes in right here — conditions differ so that rules 
beyond the most glittering generalities are not likely to fit. The writer 
who trusts to bolting chunks of advertising wisdom, and to gulping in- 



504 AUTHORITATIVE. 

spiration from the bottled samples of another man's style, can safely 
count on literary indigestion. Just as there must be thorough assimila- 
tion before food will properly nourish, so there must be complete mental 
absorption before advertising ideas can bring their best harvest. 

This manual that Mr. Fowler has prepared with so much care and good 
judgment, does as much, perhaps, as a book can do to whet the wits of 
advertising tyros. It will serve a good turn if it does no more than set 
callow business writers thinking ; the trying will come easier and better for it. 

One of the first tries should be to bear in mind that what would be a 
telling advertisement for a patent medicine, or a soap, or for any specialty 
would not hit the mark for general merchandising, or for a many-sided 
subject. The one should blaze like an arc light, the other should show 
the facets of a diamond. That is the ideal — practically the impossible. 
I count that advertiser happy, whose average of concentrated blaze reaches 
the sixteen-candle incandescent mark and whose scintillating genius strikes 
six on a twenty-four faced gem. Bright thoughts, sprightly turns, pat 
phrases, real sparkle and snap will appear in every good advertisement, 
but there's apt to be much more setting than jewel in even the best of them. 

And, after all, that same brilliancy is not the most-to-be-sought-for thing 
in an advertisement. Linked with transparent truthfulness there can't be 
too much of it ; alone it is hollow and disappointing. 

My experience is that to temptingly tell of a great store's doings, it is 
of first importance to really know what I am writing about and to thor- 
oughly believe in it. " Take nothing for granted,'' is the advertiser's only 
safe rule. Look, ask, cross-question ; be plaintiff, court, and jury. The 
knack of saying things pithily may not be easy to everyone ; the effort to 
get at the bottom truth every time in a thousand-sided advertising busi- 
ness is quite as trying and almost as difficult of accomplishment. Easier, 
by far, when the mind can be focussed on a single subject. 

Of equal moment to the get up and grip of an advertisement is the 
placing of it. Constituencies must be studied even more closely than 
methods if the best results are to be attained. Newsy advertisements 
demand newsy mediums. It would be folly to tell of touch-and-go 
attractions in anything so slow as a weekly, even. The Wanamaker 
business has grown probably beyond precedent in the trading history of 
the world, and entirely through the help of the daily neivspaper press. 



AUTHORITATIVE. 505 

True, the store methods were novel, the management liberal, and the 
whole scheme surprisingly broad, but so far as communicating with the 
public went, daily newspapers were (and are) practically the only 
mediums. The revolution in store policy included a revolution in adver- 
tising — every day, and something new every day. A warmed-over 
advertisement has no place in the Wanamaker plan. The spirit of the 
store and the spirit of its announcements are meant to be at one — active, 
aggressive. 

Magazine readers are to be come at in another way. When a man sits 
down to read deliberately — his monthly or weekly — he is in the mood 
for quiet thought. An advertisement might attract and win him there 
that in a daily would be coldly skipped. 

Type, too, and illustrations — all stand for much. The successful ad- 
vertiser will look to every point. Experience, mistakes will help him, 
and successes will only urge him to new endeavor. 



Will Advertising Pay ? 

BY J. F. PLACE, 
Advertising Manager for the Rochester Lamp Company, New York. 

By this I mean — pay back the money it costs and a profit on the 
outlay ? 

Generally speaking, if resorted to as a by-play, or for trial, intermit- 
tently and without study or plan — No ! 

But if you have an article of real merit, which there is or can be made 
a general demand for, advertising if intelligently directed and followed 
up will pay, and handsomely too. I am referring now to general adver- 
tising of specialties, not that of local trade. 

In the study of methods of advertising for the past twenty-five years, 
I have learned much from experience and have tried to learn something 
from the experience of others, yet I confess I wish I knew half as much 
as some whose methods I have noted. The palm for effectiveness, that 
which returns the best results for a given outlay of money and work, I give 
to the newspaper. 



506 AUTHORITATIVE. 

In general newspaper advertising four things are absolutely necessary, 
a condition precedent to success. They are : 

First. — An article of merit. 

Second. — A field, or a demand, prospective or actual, for it. 

Third. — Ability. 

Fourth. — Capital. 

There are many other essentials, such as good judgment, business 
sagacity, experience, etc., but these all are included in the third require- 
ment — ABILITY. 

So also that important requisite would include the backing up or sup- 
port of the advertising by good salesmen on the road, and the establish- 
ment of agencies where the goods could be obtained within the territory 
covered. 

Can success be forced in the absence of either one of the above four 
requirements ? No, emphatically no. 

Is success assured if one has all four of these requisites ? Yes, to a 
greater degree, surer and quicker than in any profession, trade, or com- 
mercial business I know of — most positively yes. 

There are comparatively no openings now for fortunes in legitimate 
trade or manufacturing enterprises ; the tendency is to combine and make 
stronger the big concerns and weed out the smaller fry. Except one has a 
monopoly in a patent and a demand for the product made thereunder, trade 
offers no assurance of success for new enterprises. The older houses have 
the business and will force new-comers to sell at a loss and invite failure 
in order to get it. 

But there are as good openings to-day for advertising ventures as ever. 
With the four requirements named, the field is better than ever, for the 
country is larger and growing immensely, while newspapers are more 
numerous and stronger. 

Perhaps you say my requirements are too exacting ; that with an 
article of merit and a demand for it, with ability and capital, too, what is 
the need of advertising ? There is need of it and great need too. Try 
it without advertising and see. Even with the four requisites, to start a 
new business enterprise is most difficult and hazardous. It will drag ; 
competitors will get in with an inferior article and try to supply the 
demand ; you will have hard work and will grow bald and gray in the 



AUTHORITATIVE. 50 7 

service. If you succeed it will be a slow process, and success without 
advertising is tame and circumscribed at best. 

But what if you advertise ? 

Well, it must be done with ability and cleverness. No hap-hazard 
business, no jog-along style will do. Above all things have a plan. In 
building a house you would not think of going to work digging and 
building with no definite plan of what you intended to do, and no idea of 
the cost. Neither is it good judgment in advertising. 

Lay out your plan ; for instance, first, fix the amount of money you will 
spend in advertising each year for five years, and let the amount be no 
more than you can pay. If that amount is $20,000 a year, then select 
the territory you can effectually cover with that sum. Do not attempt to 
cover too much. 

There are many ways of covering that territory. Shall I tell you one 
way, and one that I have found effective for an article of prospective 
general demand ? Here it is : — 

First. — Make a selection of all cities and towns over five thousand 
and under fifty thousand population within the prescribed territory. 

Second. — Put your ad. in the most attractive form ; if not experienced and 
clever yourself in that work by all means hire some one who is. Talk with 
him freely about your plans, what you want, and what you have to do with, 
so that he can give his best thought to the work. I have found about a two- 
and-one-half inch double column ad. (five inches space) the most effective. 

Third. — If you don't employ an advertising manager, consult a re- 
sponsible advertising agent in whom you have confidence ; treat him as if 
he were your lawyer, tell him everything. If you conclude to employ a 
manager, get one of experience who is familiar not with " net cash rates " 
so much as with the prices which newspapers accept for space. Satisfy 
newspapers as to your credit, and fight for position, the best in the paper, 
and take no other. Pay promptly every quarter (or monthly if they 
prefer), but don't pay in advance. 

Fourth. — Take every daily and weekly in the towns of required size 
within the territory fixed upon, unless there are good reasons for leaving 
out some on the score of exorbitant demands or insufficient and valueless 
circulation. Make a yearly contract, with an option for successive years 
if you can get it. 



508 AUTHORITATIVE. 

Fifth. — Let your ad. refer inquirers to you direct, and have an attrac- 
tive little illustrated catalogue and price-list to send such. Offer to send 
samples if possible, free of express charges on receipt of price. 

Sixth. — After, your ad. has run three or four months, have a bright 
salesman visit the towns with samples of goods. In making sales let the 
salesman make use of the advertisements in the local papers as a leverage 
to aid in securing orders, by offering to put the dealer's name to the 
bottom of the same provided a good sized order is received. The adver- 
tising will be appreciated by a live dealer ; he knows what it means, and 
often values it more than you think. 

Seventh. — Remember that when you start in to advertise your 
specialty you largely destroy the competition in prices ; it is thenceforth a 
competition of goods only. Keep the prices stiff and stand by them. 
Give the dealer a chance to make a good profit ; he will work the harder 
for you. Fix your terms of sale, insist that they shall be religiously 
lived up to, and put the same always in black and white. Avoid " lame 
ducks." 

Eighth. — Get the best man in town to handle your goods, and confine 
your dealings to him. If you cannot secure his order at first, hammer 
away in his local paper harder than ever ; he will come to you in good 
time. Consign no goods. 

Ninth. — Follow up your customers and give them a little help in the 
way of clever printed matter. Right here the services of an experienced 
advertising manager come in play ; he will more than earn his salary in 
getting up original and striking show-cards or other attractive things and 
carefully distributing the same. Here is where quality stands for more 
than quantity. 

This plan of advertising might be supplemented (if the article is well 
adapted for mail-order trade), to good advantage by a quarter-page the 
year round (and spurts of a half page in the season) in four or five (but 
no more) of the best magazines, and perhaps one or two trade papers rep- 
resenting the trade to which your specialty belongs ; but go no farther. 
Bear in mind that one of the four requisites, Ability, carries with it the 
ability to say gently but firmly — No. 

At the end of the first year if the business gives promise, the territory 
can be extended — another state or two taken into the fold. My pref- 



AUTHORITATIVE. 509 

erence, however, would be to gradually take in the towns below 5,000 
having newspapers, and those above 50,000, in the same territory rather 
than to extend the field. In the large cities (over 50,000) within your 
fixed territory, a selection of two of the best dailies for every other day 
will be sufficient, at first. 

Remember your first year's advertising is largely an investment which 
you will never realize on without following it up ; it is the second, third, 
and fourth years which will tell with tremendous and accumulative force. 

Sometimes people are apt to think that newspaper men make use of this 
last argument because it is intended to bring grist to their mill ; but I am 
not now in the newspaper business, nor am I interested in any advertising 
agency. I make the above statement, however, positive!} 7 and deliberately 
— because I have found it so. 

In closing I wish to impress the importance of the details mentioned 
herein. There is not one of the points named in this plan that an 
advertiser can afford to neglect ; to do so will invite costly experience. 

But if adhered to in all details, with the four requisites to start with, 
I firmly believe success, signal and most bountiful, awaits him who has 
the nerve to make the venture. It is the broad-gauge to fortune. 



Brief, But Strong 

BY O. BIARDOT, 
Treasurer, The Franco-American Food Company, New York. 

Replying to your request we beg to state that the number of publica- 
tions which should be used to cover the entire United States, depends on 
how thoroughly you wish to cover the field. If you take for example, 
the Youth's Companion, it undoubtedly reaches everywhere, but ten or 
twenty publications would of course be better than one. 

We believe in changing constantly the advertisements in the weekly 
and monthly publications, although in a weekly paper, the same cat or 
reading matter could be used advantageously two or three times. 

The advantage we see in changing the cuts constantly is that the 
reader may not find anything in the two or three first ones to attract his 



510 AUTHORITATIVE. 

attention, while he may see something in the fourth which would suit his 
fancy and make him buy the article. 

The question of whether it is better to reach the consumer by adver- 
tising to the retailer, or else to cater to the consumer direct, in our opinion 
depends upon whether you are trying to introduce an article upon its 
merits, or the price. 

If your article is such that you feel sure that the consumer will buy it 
after he has tried it once, the consumer is the friend you must look for • 
but if on the other hand the advertiser bases himself on how cheap his 
article is, the retailer is the one he should go for on account of his being 
always ready to take in a cheaper article whenever his attention is called 
to it. 

As for the amount of money which can be used in covering the United 
States fairly well, this depends altogether, we think, upon the personal 
means of the advertiser. Our policy has always been to allow a certain 
percentage of advertising for the amount of business done. It may pos- 
sibly not be the best way, but it is a safe one. 

We believe also in a partial use of cuts so as to enliven the reading 
matter and render the ad. more attractive. 



Advertising Pointers 

BY E. G. HUBBAED, 

Secretary and Treasurer, Larkin Soap Mfg. Co., Buffalo, N. Y. 

A few days ago a fine-looking gentleman called on the writer, and 
after depositing his eight-dollar election hat on the desk, produced a card 
embossed in gold and white, with beveled edge, and on this card was the 
name John Smith, advertising agent for the Big Six. Beneath this, in 
artistic letters, which could be read, however, at a glance, were the words, 
" Advertising is like making love to a widow, it cannot be overdone." 
Leaving to experts in this particular line whether the statement in reference 
to the widow is strictly true, it is very sure that John Smith knows a 
thing or two about advertising, for such a card, with such a bold state- 
ment, would be sure to bring a number ten smile to the face of the 



AUTHORITATIVE. 511 

bald-headed gentleman who usually presides in the advertising department. 
The sleek John Smith may be wrong in his logic, but he has prepared the 
way for his interview, and, of course, proceeds to show how the circulation 
on the Big Six is adapted to the particular kind of goods in which the 
victim deals. Giving John due credit (as we always like to give the devil 
his due) for shrewd success in advertising his own business, we will drop 
pleasantry and apply the test of reason to his statement that advertising 
cannot be overdone. I have had some very costly experience in this line. 
My tuition fees in the university of Hard Knocks have come very high. 
Perhaps I have done a great deal more advertising than John Smith, and 
I will say that advertising most certainly can be overdone and very often 
is. There is no better way to lose money than in advertising ; it dissi- 
pates a fortune at Empire State express speed. It is a very difficult thing 
to hold business together, but there is no way in which decay can be 
hastened like unto the falling into the hands of a designing advertising 
agent. A man may lose money in business by improper purchases of 
stock, by getting goods out of season, by making bad debts, through dis- 
honest clerks, and by failure of banks ; but these are as naught compared 
with injudicious advertising ; and how very easy it is yet to advise a man 
to u advertise judiciously !" Any man who ever inserted an advertisement 
supposed at the time he was acting judiciously. The question is, When 
are we judicious ? and my disinterested advice to a man about to advertise 
would be " don't." This may sound like a pessimistic statement, but the 
editor has asked for facts based on experience and now he has them ; let 
him insert them if he dare. It seems that all the good things in life have 
a terrific penalty attached for their misuse. The religious instinct in man 
we say is good, and yet wise men know that religion, taken the world over, 
running as it does from throwing babies into the mouths of crocodiles, 
burning women on funeral pyres, on up to the fanatic who loses his 
balance of mind and is carried away to the insane asylum, produces much 
misery and has caused more bloodshed than all other causes combined. 
Love brings about untold heartaches and causes many suicides ; yet I am 
not prepared to state that love, under right conditions, is not a blessing, 
and the religious instinct, properly exercised, is not a benefactor, and in 
spite of the dangers of advertising I am not prepared to say that adver- 
tising is a complete curse. In fact, to say so would be to belie my own 



512 AUTHORITATIVE. 

actions. This month we have expended the sum of ten thousand dollars 
in space in religious newspapers making an offer calling for ten dollars. 
The result is that the advertisement is bringing in remittances at the rate 
of four thousand dollars per day, and this rate of receipts will continue for 
the next three weeks with a gradual falling off, but the good effects of 
the " ad." will be felt for a full year. Advertising can never be a science, 
in the true sense of the word, as there are no fixed laws on which to base 
calculations. In astronomy we can figure that a certain planet will be in 
a certain position in a certain moment, ninety-nine years hence, but who 
can say what the returns of an advertisement will be ; even the experts 
are at sea. The conditions are so shifting and so little understood. There 
are a few general laws, however, partially analyzed, and it is my opinion, 
after carefully reading the proof-sheets of this book, that the author has 
covered the various phases of the business in a most masterly manner, 
probably better than has ever been done before. 



An Advertising Experiment 



BY FRANKLIN MURPHY, 

President, Murphy Varnish Co., Newark, N. J. 

I AM asked to say a word on advertising from my standpoint, but my 
standpoint is so out of the common that I fear it is not interesting except 
to the few similarly placed. Varnish goes to the carriage and the car 
builder, the piano and cabinet maker, the house painter and decorator. 
The general public don't buy it, they buy things with it on. 

The problem was to see if a business, already largely successful, whose 
advertising had been confined to a few trade papers and circulars and a 
judiciously selected assortment of advertising bric-a-brac of a rather 
superior quality, could be made more successful by general advertising. 

Has the problem been solved ? I don't know. The business continues 
to grow, but it has always continued to grow. 

Has it grown more than it would without the advertising ? I don't 
know. 

Has general advertising paid us ? I don't know. 



AUTHORITATIVE. 513 

We keep it up and we propose to keep it up until we know it don't pay. 
That turns the subject around, perhaps, but that's because we believe in 
advertising. It is not a question if advertising pays in an article the 
general public buys, that question is settled ; the question is, with us, does 
general advertising pay in an article the general public don't buy directly ? 

Our method has been to choose our mediums carefully from the highest 
class of weeklies and monthlies. The daily newspaper we have con- 
sidered out of the problem. The use of our space we regard as second 
only in importance to its selection. Neither time nor trouble is spared in 
the preparation of our matter, which includes a studious choice of plain 
and simple speech. The matter is prepared with the idea that our work 
receives but a glance and must do its work in that glance. 

We can interest the public in varnish. We can, perhaps, succeed in 
getting our name associated with quality in varnish. That is something. 
But we can do more. Our advertisements reach every important buyer 
of varnish, and should have, and do have, as we view it, a direct effect on 
them. Besides they cause more or less of that general talk arising from 
the advertisement of a new thing of which part at least reaches the buyer 
and helps the advertiser. 

Loose and careless advertising, of but little use ever, is worse than 
useless for an article which reaches the public at second hand. One may 
better save his time, and trouble, and money. All the art of the science 
must be utilized. 

There is a pleasure in this kind of work just as there is a pleasure in 
doing good work of any kind. But quality in what is advertised is not 
more important than quality in the advertising itself. A failure in either 
is failure complete. 



Trade Papers from an Editor's Point of View 

BY A. O. KITTREDGE, 
Editor of Business and Metal, New York. 

The most important changes made in trade papers during the past ten 
or fifteen years have been in the editorial department. From the basis of 
no particular plan, except to bring out the paper on time without blank 



514 AUTHORITATIVE. 

columns, steady advancement has been made, until to-day, the requirements 
and the standards in the offices of the leading trade papers are more ex- 
acting, in many respects, than those of the leading dailies and high class 
literary weeklies. Neither editor nor staff writer, at present, can hold his 
place on a trade paper of standing and influence by literary ability alone. 
In addition to skill in writing, he must have practical familiarity with 
the subjects discussed. 

Formerly the plan of starting a trade paper was very simple. Having 
found a trade or industry in the interest of which no paper existed, or 
which was only partially or inadequately represented by trade papers, 
there remained two elements to be provided, an advertising solicitor, the 
first and most important of the two, and a man who could write a little 
and fill up the space necessarily devoted to editorial (?) features with 
clippings from exchanges that were conducted upon the same high (?) plane 
of technical excellence. The man who discovered the need for a new 
trade paper, or the opportunity for starting a new enterprise of this kind, 
was in most cases the advertising solicitor, and in carrying out his plans 
he never invested more than his time, until enough "pay-business" was 
secured to guarantee the expense of the first issue. Frequently the as- 
sistant, called by courtesy the editor, was not engaged until several num- 
bers of the paper had been brought out, and a margin had been secured 
to cover this additional expense, for, to provide cash capital for a trade 
paper was, in those days, an unheard-of measure. 

Starting in this way, with the editor at the foot of the ladder, every- 
thing above his, and nothing in the economy of the enterprise any lower 
down, there was only one of two things possible, either the editor must 
drop out entirely, or he must advance in influence and importance. 

Trade papers exist for the advertising patronage they can secure, and 
with an experienced advertising solicitor at the head of the paper, the 
natural field for the editor was to help that person, not by actual solicit- 
ing, but by making the paper worthy of the patronage sought. Advertising 
patronage depends upon circulation ; not merely upon the number sent out, 
but upon the copies subscribed and paid for, and also upon the character of 
the constituency taking the paper. Right here the editors of the early 
trade papers found their greatest opportunity of usefulness. It was for 
them to make their papers worth the subscription price, and the fact that 



AUTHORITATIVE. 515 

some of them succeeded in doing so to a marked extent is evidenced by 
the valuable business properties which have been built up with their as- 
sistance. Some of the older papers hold their positions in the trades with 
less of this work done upon them than others, but this is easily explained. 
The advertiser is often a creature of habit, and having commenced to 
advertise in a certain paper he continues to support that paper, notwith- 
standing younger papers more worthy of his patronage are in the field. 

The work of the editor of the trade paper, however, is not yet done- 
It is at the beginning rather than near its close, and everywhere the in- 
fluence of the editor, apart from the paper itself, is becoming felt and 
recognized. Further, new fields of editorial usefulness are being dis- 
covered almost daily, and to the credit of the editorial fraternity, be it 
said, they are being regularly and rapidly occupied and thoroughly 
worked. 

The ideal trade paper is one that is helpful in the broadest sense of the 
word, to all in the trade addressed. Its editors, contributors, correspon- 
dents, and all the other members of its force, should be in sympathy with 
the business and technical interests of the trade, and they should be able, 
by training, to contribute to the material progress of the trade. Literary 
ability, in any journalistic enterprise, is of great importance, but literary 
ability alone is a very poor qualification for the editorial responsibilities 
of a trade paper. It is far more important that the editor should under- 
stand the trade discussed than that he should be able to write gracefully 
or with poetic fervor. 

The editor of a trade paper should be able to speak with authority upon 
all the questions that arise in the trade he addresses. While it is well 
to reflect the opinions of prominent men in the trade, it is better for the 
editor to be able to form his own opinions in the interest of the trade at 
large and to give voice to them in a way to instruct. His opinions will be 
received as an unbiased expression of views, while those of men in the 
trade will always be received with allowances for pocket interest. 

The trade paper has the opportunity to do for a trade at large what no 
other organization can do for that trade. Properly conducted, it enjoys 
the confidence of every member of the trade, and becomes the designated 
repository of numerous facts vital to the trade in the aggregate, and of 
prime importance to the individual interests when taken singly. The 



516 AUTHORITATIVE. 

editor of a trade paper receives these facts confidentially in the interest 
of the individuals, and bases his editorial utterances upon them in the 
aggregate in the interest of the trade collectively. 

The editor of a trade paper has two separate and distinct constituencies 
to serve. On the one hand, there is the subscriber who pays for the paper 
for the information that it contains, and on the other hand is the adver- 
tiser who pays for space in the paper in which to announce his goods in a 
way to reach the eyes of those who subscribe for and read the paper. To 
mix these two constituencies, or fail to discriminate between them, 
leads to confusion in editorial management and retards the progress of 
the paper making the mistake. If a trade paper is edited entirely in the 
interests of the advertiser, the subscriber has good reason for complaint, 
for he is not getting that for which he pays. Hence it is very commonly 
found that those papers, which are essentially advertising sheets, fail to 
secure subscription patronage. On the other hand, the advertiser has 
certain rights, and the editor who disregards those rights, and discrimi- 
nates against the advertiser, keeps out of his paper a large amount of 
business which otherwise might be secured for it. 

These two. constituencies, subscribers and advertisers, demand a careful 
division of the forces of a ■ trade paper. Neither editor nor editorial 
writer should solicit advertising. The temptation is ever present with the 
advertising solicitor to court favor with the advertiser, and therefore when 
the solicitor controls editorial utterances, the subscriber is likely to be 
defrauded. With the editor independent of the advertising patronage of 
the paper, he has the opportunity to be impartial, and to manage occa- 
sional brief references to the advertisers in his pages, so as to make the 
advertising of greater advantage to those who pay for space than would 
otherwise be possible. 

In the way of being helpful, a trade paper has the opportunity of serv- 
ing the subscriber by giving him information about the business in which 
he is engaged, in keeping before him the improvements in the trade upon 
which he depends for a livelihood, and in crowding upon his attention the 
latest and best literature bearing upon his art. On the other hand, the 
trade paper has the opportunity of helping the advertiser, be he manu- 
facturer or dealer, by a different kind of work. It can assist in cata- 
loguing, in illustrating, in editing, and arranging advertising, as well as in 



AUTHORITATIVE. 517 

publishing advertising, and very frequently by giving information con- 
cerning the arts and trades on a higher plane than is demanded by the 
ordinary subscriber. In effect, the editor of a trade paper becomes the 
intelligent and appreciated helper of all in the trade, whether in the class 
of subscribers or in that of advertisers. 

The relationship of one trade paper to another frequently comes 
up for discussion, and is something which may very properly be referred 
to herein. I hold that the same courtesies ought to prevail between com- 
peting trade papers as are current between establishments in any other line 
of trade. Perhaps the crucial test, in matters of this kind, is the willing- 
ness of one trade paper to advertise another trade paper. On this point 
I have been said to hold advanced opinions, and yet, when it has come to 
a practical application, as it did a short time since, I have found that cer- 
tain portions of the trade press are willing to practice that for which I 
have long contended. When I brought out my new paper, Metal, the 
publisher of The Iron Age and the Metal Worker refused not only to ad- 
vertise it, but also declined to longer continue to advertise its elder 
brother, Business, which had been regularly kept before the readers of 
one of the papers named, for some time previously. Contrasted with this 
is the action of Hardivare, New York ; Heating and Ventilation, New 
York ; The American Artisan, Chicago ; Stoves and Hardivare Reporter, 
St. Louis, and others which not only admitted preliminary announce- 
ments of Metal to their columns at regular advertising rates, but in 
some instances went so far as to give the new venture very pleasant 
editorial notices, notwithstanding the fact that the new candidate for 
favor promised to be their active competitor. The leading magazines 
advertise each other, as do also the various church papers and literary 
weeklies. The daily papers use the columns of their contemporaries for 
their advertisements, and from all that I can now see, the day is not far 
distant when the trade papers will be upon the same high plane of business 
reciprocity. 

As numerous as trade journals are at the present time, I think the 
industry of trade journalism, if I may be allowed the expression, is yet 
in its infancy, and that the future of building business will employ the 
trade press to an extent at present unknown. Division and sub-division, I 
believe, are likely to continue, until every branch of trade will have its 



518 AUTHORITATIVE. 

own special periodical presided over and edited by the brightest man in 
all the trade, and the one best able to give information and profitable 
pointers to those who are actively engaged in making, buying, and selling 
within the limits of that trade. 

What trade papers can do, and are doing in many directions in col- 
lating statistics and in gathering trade news, I shall not stop to discuss, for 
in these departments trade journalism crowds very closely upon certain 
divisions of the journalism of the daily press. It is the growing impor- 
tance of the technical side of the trade journalist's work that I desire to 
emphasize. 



Truth In Advertising 

BY W. L. DOUGLAS, 

The Famous Three Dollar Shoe Man, of Brockton, Mass. 

" Tell the truth and shame the devil," is what our parents endeavored 
to instil into our minds when youngsters, and in my opinion it is a good 
thing to remember through life, especially if an advertiser. It has been 
my experience in advertising that the closer you stick to the truth, the 
better it will be for you in the end, and I have endeavored to fulfil to the 
letter, every claim I have ever made in regard to my shoes, and I firmly 
believe a large part of my success is due to the fact of my not attempt- 
ing to deceive the public through exaggerated or false statements in my 
advertisements. It may pay for awhile to deceive, but in the end you 
will find your balance on the wrong side. Some people are rather incredu- 
lous about statements made in advertisements, condemning all alike, 
whether true or false, and the sooner you can convince these that every- 
one who advertises does not lie, the sooner you will elevate advertising to 
the standard in business to which it properly belongs. Be very careful 
when preparing your advertisements that nothing will appear to deceive 
your expected buyers ; select your papers carefully, and you will never 
regret the use of printers' ink. 



BOSTON OFFICE, 
228 DEVONSHIRE ST. 



NEW YORK OFFICE, 
TRIBUNE BUILDING. 




CIRCULATION 



GUARANTEED 



Homes fldTfies 

Homes Homes 

Homes Homes 

Homes Homes cjgT 



THE GANNETT ■ & MORSE CONCERN, 






3*»1 



AND 



PROVED. 



TWELVE HUNDRED THOUSAND 



Homes 
Homes 
Homes ..Homes 

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Homes <% & 

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PUBLISHERS, 



AUGUSTA, 



MAINE. 



Comfort has the largest guaranteed circulation of any publica- 
tion in America — over twelve hundred thousand. 



Its original copyrighted prize features render it the Household 
God of the mighty middle classes, whose wants include everything 
from a paper of pins to a piano, and whose purchases amount to 
hundreds of millions annually. 



Its success is unparalleled in newspaper history, and its price — 
25 cents per year — is the marvel of the age. It is published for 
all and is liked by all. And, " If you put it in Comfort it pays." 



Advertising space may be secured of responsible agents and of us direct. THE GANNETT <t MORSE CON- 
CERN, Publishers, Augusta, Maine. Boston Office, 228 Devonshire Street. New York Office, Tribune Building. 



Homes Homes 

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